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Something new has been added
Fresh approach to FM broadcast advertising
Storeeasting, traiisitraflio. and FAX give sponsors new broatleast advertising forms
Duplication of standard broadcast programs on frequency modulation stations has increased the FM audience immeasurably. It has likewise temporarily placed the burden of telling the FM story in the hands of the nonnetwork stations. The reason for this is a matter of dollars and cents. The network stations, by agreement with the AFM, are committed not to charge for the duplication of the programs on FM. This means that the standard broadcasting stations with an FM affiliate are operating a second transmitter without being paid for it.
The independent stations however have profited from the availability of
JULY 1948
network programs for FM. A listener who has heard a favorite network program on FM and is seeking something else dials across the FM band instead of switching to the standard band. Habit is the most important factor in all radio listening and network programs on FM are slowly but certainly creating FM listening habits.
A number of FM networks, besides the Continental with its 26 affiliates and the Dixie with its 12 outlets, are in the plans stage oroperate sporadically at present custom-built chains for sports events. Others groups are working towards permanent linking either by automatic
microwave relays (each station handling its own relay) or by land lines.
Among the latter are the Iowa-Illinois Network, the Ohio, Wisconsin, Southern California, Indiana, and Capitol (Harrisburg, Pa.) FM Networks, and the Rural Radio Network (upstate New York) which plans its first service this summer. There are said to be seven others which have already functioned but which haven't even been permanently named.
As more FM-AM receivers are made available in the low and medium-price brackets, there'll be more and more activity in the program and network lines among FM stations. A midget AM-FM set is being tested which it is believed will retail at even less than the FM tuners now on the market. While this set will not reproduce the quality which is an important part of FM enjoyment, it will deliver staticless reproduction— the attribute of the Armstrong
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