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"GENIAL GENE," WLOW'S D.J. REMOTE FROM RECORD SHOP, WPAL'S POETIC "IN THE GARDEN" TYPIFY POPULAR-APPEAL NEGRO AIR SHOWS
stations-more coming
dience of some 3,150,000 Negro homes, according to a sponsor estimate.
Q. What are the facts of radio set ownership among Negro families?
A. No nationwide set "census," in the style of the recent Joint Radio Network Committee count of U. S. sets, has ever been made exclusively in Negro homes. Also, major independent research firms have not investigated this problem on a nationwide basis, although Pulse has checked listening among Negro families in many markets.
However, since Negro-appeal radio
is primarily spot radio and bought on a market-by-market basis, many stations programing to Negro ears have made their own studies of radio penetration in their own areas, and have reported to SPONSOR.
Here is a cross-section of these studies, giving the radio set picture in Negro homes in cities located in both the North and the South, including large cities and small towns:
New York City — According to WWRL, a station which has increased its Negro-appeal programing from six hours weekly in 1942 to a well-rated 44 hours weekly today, set ownership among Negroes in the New York area is "above 98%, with many homes hav
ing more than one set." There are over 1,000,000 Negroes in New York City.
Washington, D. C. — The nation's capital has a high percentage of Negroes in its population, nearly 35% of a total population of about 1,500,000. A station with a sharp eye for merchandising and programing opportunities, WWDC estimates that there is "near-saturation" of radio in Washington's Negro-family homes.
Philadelphia — The Negro population of Philadelphia, like many a Northern city, has swung up sharply since 1940. A decade or so ago, Negroes accounted for about 8% of the population of the City of Brotherly Love. Today, that figure is nearly 12.5%, amounting to some 450,000 people. Radio saturation, as measured by WDAS, is "over
94'
in Negro families in this area.
Charleston, S. C— WPAL, which started its independent Negro programing less than four years ago with a (Please turn to page 78)
EVENTS, LIKE BLOOD DONATIONS, LODGE GROUP ACTIVITIES, CHRISTMAS AND RELIGIOUS OBSERVANCES HELP CEMENT NEGRO LOYALTIES