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SPOT RADIO
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venture shows are getting a big play across the board in the evenings. RCA Thesaurus reports that about 90% of stations using their Champagne Music of Lawrence W elk are programing it after 6 p.m.
Farm Radio
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Q. What is the outlook for farm radio this fall?
A. Farm radio is continuing very strong, according to station reps. In many cases, time on farm stations is already well sewed up, since many farm client buys are for 52 weeks. sponsor's 1957 Buyers' Guide reported that 77% of the 2,676 stations responding to its questionnaires scheduled some specific farm programs weekly. Of these, 29% program more than five hours per week.
Q. What are some facts that may help clients make up their minds about going into farm radio this season?
A. A recent John Blair Co. presentation (See "How stations sell farm radio today," sponsor 30 March) has turned up the following facts about farm radio: 6 million farm families make up the national market for farm radio. In this audience, radio has 98% penetration. The farm market has 5.6 million radio homes, with another 3.3 million radios in cars and trucks. But the farmer is not only reached in his home or car: radio gets to him in the barn and on the tractor. The cost of reaching a farm audience with radio is at least 500% less than via farm publications. Farm families spend more time listening than do urban families; 3.03 hours per day, or 24% more listening than shown by Nielsen for urban families.
The prime force behind farm radio is the farm director of the local station. He is a community figure, frequently associated with a state agricultural bureau, on whose words farmers rely. He is the perfect merchandiser, calls on dealers, addresses grange or other agricultural meetings, identifies with the client's product.
Q. Who are some of the major clients in farm radio now?
A. Alcoa. Allis-Chalmers. American
Down SHREVEPORT way
^?,l,//, our folks
-V-l/l A^'c know their
'/J/.\W BRANDS!
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'Cause 91.000 BRAND-CONSCIOUS Negro listeners buy the brands the KANV PERSONALITIES SELL, all day, every day.
In the Shreveport area, where Negroes receive 43C out of every payroll dollar. KANV is the ONLY ALL-NEGRO PROGRAM STATION. Distributors report that BRAND sales
jump daily And advertisers
jump to renew their KANV contracts!
JUMP NOW! Let KANV
RING THE BELL
for you!
Write, call or wire the KANV Representative in your area — NOW!
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TV AND RADIO BASICS