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

^^i*' HAVE YOU SEEN OUR FIGURES LATELY? '"'M.|)4 1 KSO Audience and Billing Figures are easy on the eye. Latest Pulse stiows the spectacular swing of audiences to KSO . . . tells why advertisers, national and local, have boosted KSO gross billing a sensational 90% in the past 4 months. KSO is up 47% from 6:00 AM till noon. KSO is up 23% from noon to 6:00 PM. 7^ 'DoH SeU S^uui^f Bell-loving Iowa has upped his audience a mammoth 150%. (v&^Uc cCatff Fully 40% more men. women and teenagers are spending their listening hours with KSO. And we're handing over this ever-booming audience to our ever-happy advertisers at lowest CPM in KSO history — as low as $.73 per Mmmmmm. THAT'S WHY IN DES MOINES IT'S LETTERS TO THE EDITOR LARRY BENTSDN TONY MOE JOE FLOYD President Vice-Pres.-Gen. Mgr. Vice-Pres. Radio Sound The Part 1 article on A Sound for Every Image (No\ ember 1958) was very thought provoking, particularly the portion given over to Semantic Differential and Mood-Circle Checklist. Can you recommend any axailable trade or academic literature and data on the S-D and Mood-Circle tcdmicjucs as well as any other? J. Gerald Fortis Radio-fy Director Dawsor> & Turner /nc. Porfland, Ore. 1 have just finished reading an article in the November issue entitled A Sound for Every Image. This has interested me very much, and I would appreciate some information. 1 would like to put my hands on the Mood-Circle Checklist mentioned in the story, and I wonder if you could give me further information regarding same. Your help will be greatly appreciated. Elizabeth P. Schmitt Radio & Ty Continulfy Dir. WNHC New Hayen [In answer to these queries, the following references are suggested: Psychological Review, Vol. 47: 186-204 (1935), "Expression in Music"; .imerican Journal of Psychology, Vol. 48: 246-68 (1936), "Experimental Studies of the Elements of Expression in Music."] Shell Oil I read u. s. radio more thoroughly than any publication I receive, and I particularly enjoyed the article, Shell Terms Radio 'Decisive Last Word,' in the November issue. I am enclosing a picture so you can see how our helicopter, which we use for Shell traffic reports, looks (see Focus on Radio, p. 42). In addition to the emblems on the sides, the bottom of the floats also carry the words Shell-Copter with the Shell insignia. C. Bud Dailey Sales Manager WGBS Miami Ammunition Putting Radio to the Test (Woodward &: Lothrop, November 1958) may be the hammer we need to crack the department store nut. Please send 10 reprints of that article. Joe Monroe President KJOE Shreyeporf, La. Response Noted W'e are constantly amazed at how widely and thoroughly your magazine is being read. Every time BIS has been mentioned, we have received telephone calls and/or letters alluding to the information you've published. This has coiuinced us tiiat u. s. r.\dio is filling an important need within the broadcast industry. Carl L. Schuele General Manager Broadcast Time Sales New York Silver Mike I am indeed proud, and considerably flattered, to be accorded your "Silver Mike" award. The Mike now occupies a position of prominence in my office where it will serve to remind me of the job you are doing for radio every month. John F. Meagher Vice President lor Radio NAB Washington, D. C. In Need In serving radio only, u. s. radio has met and filled a very important need. Congratulations to you. . . . You have done an excellent job. Would it be possible for us to obtain five extra copies of the October 1958 issue? We have a number of clients to whom we would like to send this interesting and informative issue. Charles W. Fenton Sales Director Broadcast Adv. Bureau Toronto, Canada Please enter our subscriptions for the following 20 clients and send them each a gift subscription card. Our check is enclosed for a two-year subscription for each: Prince's Department Store, Belk's Department Store, Dunn CocaCola Bottling Co., The Suggs Co., Wilbourne Furniture Co., Quinn's of Dunn Inc., Johnson Cotton Co., Ray's — The Ladies Store (Lillington, N. C), W. B. Warren Corp., Sears Catalog Sales Office, Thomas-Walgreen Drug Store, Pope & Mixon Inc., Godwin Building Supply, Wellons Mercantile Inc., Rose & Co. (Benson, N. C), The Piggly Wiggly Store, Harold Medlin (Benson, N. C), The Open Air Market, Leder Brothers Department Store and The Dunn Furniture Co. A. Lincoln Faulk Manager WCKB Dunn, N. C. 18 U. S. RADIO • December 1958