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

HOMETOWN U.S.A. maii.iyei, National Time Sales Inc., New York, "News is one ot the mainstays of most Alaskan broadcast o])erations and particular emphasis is placed on the local doings in towns and cities throughout the U. S. If an event occurs in Atlanta, for example, the announcer will start off, 'Back on Peachtree Street. . . .' " Of equal importance, he (ontiuues, are the extensive and frequent reports on the weather issued by all stations. Mr. Gordon, whose firm represents KBYR Anchorage and KFRK Fairbanks, explains that detailed weather reports are a necessitv in Alaska not only because of the extremes in tcmperatiue and the severity of the winter climate, but also because Alaskans own more airplanes per capita than in any other section of the world. "There's prat tically no other way to travel an\ distance," according to Warren Shuman, assistant sales manager, "since roads often stop 10 or 15 miles outside a city." Now that Alaska is being admitted to statehood and will conscquentlv receive tax moneys formcrlv goiny to the federal government, more roads will be built as soon as ]k)ssible, he says. In spile of the comparati\e lack of highways, most Alaskans own aiuomobiles and use them frequently during the simimcr months. Car radio and out-of-home lisleiiing on portables is a big part ol the Alaskan radio jjictine because, contrary to popular belicl, .\laskan sinnmers in most areas are warm if not hot — with temperatures in the 70's and low 80's. ".Also," Mr. Gordon points out, "the people are very sports-minded and love the out of doors. Alter being cooped up during the cold, sub-zero winter months, they burst outside when summer comes. "In addition, between mid-March and mid-October the days in most sections of Alaska are very long," he says. "During June, July and August there are only a couple of hours of dusk around midnight and people will be out riding or gardening at 11 p.m." Radio advertising, as a result, has been somewhat seasonal with most advertisers increasing their buys in the warm-weather months. Another very imjjortant factor has been the seasonal influx of construction workers. "Many workers come up only during the summer and letmn home when the climate limits building." These workers are extremely well paid — as are all Alaskan job-holders — and their buying power is con COMMERCIAL STATIONS IN ALASKA AND THEIR REPRESENTATIVES: Anchorage KBYR National Time Sales New York KENI Midnight Sun Broadcasting Co. New York KFQD Alaska Radio-Tv Sales care of: Weed Radio New York Cordova KLAM James C. Fletcher Jr. New York Fairbanks KFAR Midnight Sun Broadcasting Co. New York KFRB National Time Sales New York Juneau KINY Alaska Radio-Tv Sales care of: Weed Radio New York KJNO Midnight Sun Broadcasting Co. New York Ketchikan KTKN Midnight Sun Broadcasting Co. New York Seward KIBH Alaska Radio-Tv Sales care of: Weed Radio New York Sitka KIFW Alaska Radio-Tv Sales care of: Weed Radio New York siderable. According to the luiion \\age scales this year, a carpenter receives -IJf.'iS an hour; a plinnber gets .^5; a common laborer earns $,H.81, and a waitress receives $14 for an eight-hour day plus tips. "While the tost of living is higher in Alaska than in the rest of the country," Mr. Ciordon says, "wages keep quite a bit ahead of the cost s]Mral. As a result, many Alaskans and seasonal workers are able to pile up considerable capital." .\ccording to Snh's Mandgemcnr.s Survey of liitying Poivcr, May 1958, the average income per household in Alaska is $12,741. This compares with an average of $5,923 lor the other 48 states. .Maska's average per capita income —the higliest in the U. S.— is $2,703 (ompaied to .SI,7.H1 lor the rest of the (ouiury, according to the same source. "riiis K'prc'seiHs a great initaj)ped souKc ol rcNC'iuie lor the national advertiser," Mi. (iordon declares. He anticipates that because of Alaska's admission to statehood many advertisers, formerly unaware of Alaska's potential, will begin lidl-scale radio campaigns there. "The market hasn't (hanged since statehood," he says, "but the publit iiy has awakened new interest among advertisers. I would estimate that there were approxintately 25 to 35 national advertisers in Alaskan radio ijcioie statehood; i)y this time next year, judging from inquiries we've received, there should he many more." Right now, cigarettes, beer and soft drinks do a lot of radio buying. These have sold well partly due to the out-ol-door living and partly — especially in the case of beer — because there is such a preponderance of men in .\laska. "I he average family luiil has been much smaller than in the U. S. proper until the present time," Mr. Gordon says, "but with statehood most experts expect greatly increased immigration of families as well as single persons. These people will be in the market for all kinds of goods and radio can play an important part in selling them." • • • 42 U. S. RADIO September 19.58