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The nation's
nignesz audiencerated Negro group
Si:, St:i cz> r^ S
Represented by John E. Pearson
SAN
DIEGO'S
1st music station
KSON
1ST in PROGRAMMING
ISTinNElUfS
1st in COMMERCIAL STANDARDS
1ST in RESULTS
at the lowest cost
KSON
RADIO
SAN DIEGO
Rates are still LOW Call FOR JOE!
for buyers and sellers of radio advertising
'^RABIO
APRIL 1958
IN THIS ISSUE .
Radio and Co-op
M.iiiufacturers Make Growiiip; Use of Radio in Htlp to Dealer
Radio's Reluctant Ciant
(.i\iii ,\clc(jnat(. lii.ii. Railio Produces for Depaiiim iit Stores
Philip Morris on Tour
S|)(ii i'lKiiiotes Network Show And Both Sell Cigarettes
Keystone: Rural Network
Silliiii; llu (; .111(1 I) M.ilkcts W iih Miiu I ii.in 1.(11)0 Miiliaio
NAB Convention Plans
R.uiii)\ Roil' on Agenda Kt i;iris to 1 akc lorin
Radio in Public Service
Sijiioii .ind Aihciiiser Interest Mniini iiii' ill I'uhlii S(i\i(c Sliows
VOL. 2 NO. 4
19 22 26 30 34 37
Airwaves Soundings W ashingtoii Silver Mike Letters to Editor Focus on Radio Hometown U.S.A. Commercial Clinic St.ition Loir
DEPARTMENTS . . .
3 Radio Registers 45
7 Report from RAB 46
9 Report from Representatives 48
12 Report from .Agencies 50
16 Report from Networks 52
38 Report from Canada 53
41 Radio Ratings 56
43 Names and Faces 58
44 Fditorial 60
EDITOR AND PUBLISHER
Arnold .Alpert
Business Manager Catherine Scott Rose
Managing Editor Jonah Gitlitz
Art Editor
Rollie Devendorf
ASSISTANT EDITORS
Michael G. Silver
Patricia Moran (IVnshington)
Patty Kirsch
Secretary to Publisher Sara R. Silon
ADVERTISING
I'roduclionSales Service Mgr Jean L. Engel
Western Manager Shell .Mpert
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 Spring, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35^ a copy; subscription, $3 a year, $5 for tv/o years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
U. S. RADIO • April 1958