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THE STATION
THAT CARRIES
THE URGEST VOLUME
OF
AUTOMOTIVE SPOT BUSINESS
IN
WESTERN MICHIGAN
BROADCAST TIME SALES REPRESENTATIVE
for buyers and sellers of radio advertising
'^DIO
OCTOBER 1957
VOL. 1
no; 1
... IN THIS ISSUE . .
^
Radio-Active '57
23
1 lu I'ljsliot oJ the Upsurge
David Leads Goliath
25
1 he Tiny Transistor Tops Sales
Beech-Nut Talking More Radio
27
. . \\ hiU ihf M<i\or Lasts"
The Shoestring Sell
30
W i(lj;\\()i)(l Airs Its Wares 1 nral Prnmotion
43
Civics or Ciimini(ks
DEPARTMENTS . . .
Airwaves Soundings Washington Silver Mike Letters to Editor Kocus on Radio Hometown U.S.A. Radio Registers
3 9 11 14 16 34 44 46
Report from RAR
Report from RepresentativeN
Report from .\gencies
Report from Networks
Report from Canada
Radio Ratings
Editorial
Around Radio
48 52 54 56 5ff 60 62 64
EDITOR AND PUBLISHER
Arnold Mpiil
Business Manag^er Catherine .Scott Rose
Mtiiuigiiig Editor Fran Rile>'
ASSISTANT EDITORS Michael C;. Silver I'aiiicia Moiaii (Washington)
Art Ediloi Rollie Di'xeiulorf
Serretar) to Publisher Sara R. Silon
ADVERTISING
I'rodurtion Sairs Sinicr .\(,i;' Jean I . Kngel
\\ islrni Miiiitijiir Sliell .\lpcrt
U S RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19. N. Y. Circle 5-2170 Western Office 1653 So Elm Street. Denver 22. Colorado Skyline 6-1465. Washington. D. C— 8037 Eastern Road, Silver Springs, Md. JUnlper 8-7261. Printing Office— 3110 Elm Avenue. Baltimore II, Md. Price 35< a copy: subscription, $3 a year, $5 for two years in U.5.A U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Application for acceptance as controlled circulation publication pending at Baltimore, Maryland.
U.S. RADIO
October 1957