Sponsor (July-Dec 1954)

Howard High School of Chattanooga coiul ueted a Negro radio survey. It I was made by the Social Science class of this school without the knowledge 'of WMFS. Based on a cross-section of 70.000 Negro residents as shown in ' 1,369 personal interviews, this is how program preference shaped up: Vegro singers or orchestras {records) .'!6% "General" popular music (records)... 22% Religious music .... 24% Religious programs _ 10% Classical music __ 6% Hillbilly and folk music 1% "In general, Negro listeners seem to prefer local personalities and recorded artists of their own race." KGFJ, Hollywood, Cal.: "As far as program choice is concerned, this audience according to recent surveys prefers personality disk jockey shows featuring rhythm and blues music. They like the casual, friendly approach." WSOK, Nashville: "It would be necessary to be specific regarding the type of product or service in question before we could make a program recommendation. For instance, if the advertiser has a food product, we would advise the use of one of our spiritual and gospel programs or our housewife program. If it's a product for men, we would advise an early-morning or late-afternoon rhythm and blues show." KWBR, Oakland: "Rhythm and blues is by far the most popular choice with the Negroes in this area and consequently it makes up the greater portion of our Negro schedule with shows lunning morning, afternoon and evening." Q. "M hut copy approach should I use?"'1 A. The majority of stations advise a simple copy theme, perhaps used in conjunction with a catchy jingle. But when it comes to the actual selling, stations are virtually unanimous in making statements like these: KCOH, Houston: "A campaign that is highly successful, say, in Memphis might fall flat on its face in Houston or some other market. With this definite thought in mind, we not only belie\e but strongly recommend, that advertisers selling our particular Negro market use live copy, and wherever possible and feasible allow our disk jockeys or air sales people to rewrite or reword their commercials in such a way as to be most effective in reaching this market." WLEX, Lexington : "The copy approach depends largely upon the product being advertised and upon the personality giving the pitch. A hilarious piece of copy will sell a promotion, whereas the intimate fireside chat will sell furniture." WHOD, Pittsburgh: "The question of copy approach is an area of Negro Radio that requires much care in handling. High-pressure methods are resented. Condescending copy is equally bad. Furnish talent with a 'fact sheet' and let them use their own style of presentation." WAAA, Winston-Salem: "We have Found that Negro personalities do verj well in ad libbing continuity." Docs all this mean that the advertiser can function successful!) <>nl\ when station talent is performing his commercials? Does this rule out the "uniformit\ "' of cop\ approach which many advertisers (such as drug clients) feel they must have? Not necessarily. This is what WMRY's Mort Silverman told sponsor: "It becomes more and more evident that copy approach is becoming sec NEGRO FAMILIES IN NEW ORLEANS the only all-negro station -PULSE proves WMRY best buy in Xew Orleans Negro Radio Audiences -PULSE proves WMRY tops all stations in Negro homes :PULSE proves WMRY out-rates the "integrated" White-Negro station by inure than 58* , *PULSE proves WMRY leads 30 to 9 quarter hours over "integrated" Wnite-Negro station Represented Nationally by GILL-PERNA, INC. Mort Silverman, General Manager 20 SEPTEMBER 1954 147