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gro-programed stations lie in using Negro talent?
A. Not necessarily, although the majority of Negro-appeal performers who have found radio success are themselves Negroes. Several stations programing to the Negro market, like Decatur's WEAS and Savannah's WJIV, use white d.j.'s on their Negro disk shows with good results.
The secret of success lies in something else entirely. As Bert Ferguson, manager of WDIA, Memphis, put it to sponsor:
"First of all, we have entertainers on the air who are showmen. Secondly, we have put ourselves at the disposal of the Negro community in every way we could think of. The lack of this approach will cause the weakness or failure of many an operator who thinks that the key to the mint in the Negro market is a few blues and gospel records, and a Negro face at the mike."'
Q. How does the amount of radio listening done in a Negro family compare with the amount done on an over-all basis?
A. Since many avenues of entertainment are restricted or closed to Negroes, much more in-home entertaining is done, and the Negro home is usually a greater center of leisure time activities than the over-all U. S. average.
A typical clue to the effect of this on radio was furnished to sponsor by WDIA, Memphis, in whose coverage area 42.2' r of the people are Negroes. Reported the station:
"In a special survey just completed, the results show that 93% of the Negro homes in Memphis have a radio. And, 30% of these families owning radio have two or more sets.
"Radio listening is an important part of the Negro family's day, twice as high as the over-all average shown by Hooper. The December 1951 through April 1952 Hooper shows average tuneins to be 14.9% . whereas Negro listening averages 32%."
Just what this means to an advertiser in terms of dollars and cents can perhaps be judged by a few economic facts which relate to the following case. In Memphis, and in the 20 counties of the WDIA area, there are some 439,266 Negroes, according to the last census. They have, says the station, a total effective buying income in excess of $300,000,000 annually. And. although
MIDDLE TENNESSEE'S RADIO VOICE
100% NEGRO PROGRAMMING! 100% NEGRO PERSONALITIES!
MR. ADVERTISER: Would you be satisfied if you knew one of your salesmen was only making a 70% effort toward completing a sale? If you're overlooking the NEGRO segment of the city of Nashvilie's population, you're neglecting 30% of your prospects!
The only sure way of making a 100% sales effort in Nashville is through the use of NEGRO RADIO1
NEGRO RADIO in Middle Tennessee is WSOK'
WSOK is the station that began broadcasting December 14, 1951 and ranks THIRD1', month-by-month in the C. E. Hooper total rated share of audience time periods, January through April, 1952.
When you compare rates and Hooperatings with the ether leading Nashville stations, you'll be convinced that WSOK is your best radio buy in Middle Tennessee.
Over 110,000 NEGROES live and buy in the WSOK 0.1 MV listening area.
Forjoe men have fact sheets on this top station and market!
* Indicating a large segment of White listeners also.
^EE32
REPS
NASHVILLE, TENNESSEE
FORJOE & CO. . . . DORA-CLAYTON (Southeast)
28 JULY 1952
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