U. S. Radio (Oct 1957-Dec 1958)

i||^ Texaco and Rheingold Boost Radio Spending The Texas Co. is about to embark on a new test radio < ampaii^ii, the results of which will determine more extensive use ol tlic medium for Texaco. And Liebmann Breweries Inc., makers ol Rheingold, one of the East Coast's largest selling beers, has just moved into the Massachusetts market. Sales are going well, backed up by a strong spot radio campaign in Boston and Worcester, among other markets. CM Buys CBS Radio To Promote Safe Driving General Motors is turning to radio lor its "Aim to Live" campaign, a program to promote safe driving at night. The company, beginning May 26, will u^e a seven-day-a-week news show on CBS Radio (10 to 10:05 p. in.) . GM started the campaign in February using magazines. Radio Observances Planned By NAB and CARTB All-out promotion for the radio industry througlioiu North America has been set by NAB and CARTB for May. "Radio Js Close to You" has been selected as the thenre of National Radio Month in the U.S. (See NAB Convention Plans, p. 34.) The second annual Canadian Radio Week, May 4 to 10, will have as its theme "Be in the Know— Buy .Another Radio — and Listen!" ABC Revises Format, Accent on News ABC Radio, in its completely revised programming schedule, is emphasizing an expanded news operation that will indude a "news alert warning system" for its affiliates. In addition, the Breakfast Club, which celebrates its 25th anniversary this June, will continue in its present spot of 9 to 10 a.m., EST. The network says that as it "becomes stronger, it will expand and add to its programming schedule." This schedule now includes al)out ^^5 hours of shows a week. New MBS Department Based on Wire Service One of the first concrete developments in fashioning a radio network after a ware service comes from Mutual Broadcasting System. It has set up a special services department making entire network facilities, esjjecially its news and affiliate-stringer organization, available to all its stations on a cost basis. For example, a station in Texas can now get a special closed-circuit news accoimt from a station in Missouii. AAAA Chairman Urges Better Job of Pursuasion The chairman of the board of the American Association of Advertising Agencies has called upon advertisers to do a better job of product improvement and a better job of persuasion. Melvin Brorby, who is also senior vice president of Needham, Louis R: Brorby Inc., Chicago, points out that nearly half of everything sold in the U. S. in a given year consists of "postponable" pmchases. New FCC Commissioner In Government Since 1931 Joini R. Cross, successor to Riihaid Mack who resigned under fire as FCC commissioner, has been in government since 1931. He served as a member of the government's Interdepartmental l^adio .\dvisory Commission from 1936-41, and later as a member of the Defense Communication Board. U. S. RADIO April 1958