U. S. Radio (Jan-Dec 1959)

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report on \AAN Puts Spotlight on Fm; -inds It Needs Research, Promotion fypiral ol advertising agencies' curent interest in Ini is a recent group tudy conducted among the Affilialetl advertising Agencies Network. (See Vill the Cash Register Ring for >«? p. 29.) (;<)inj)rised of about 56 egional agencies, who work toether in an interchange of adverising services and information hroughout the world, the study was onducted by Edward Acree of Carill, Wilson &: Acree Inc., Richmond, ^a., an AAAN member. The AAAN found that out of the 9 U. S. agencies responding to its uestionnaire, only nine replied in he affirmative when asked whether hey use fm lor their clients. When sked "What in your opinion would lake fm more valuable to your lients now using it?," some of the agency responses were: "Fm as an advertising medimn has great potential, but it needs promotion by the stations." "Program information in newspapers could help. Only wa\ to learn programs is to sid)scribe to jjublications issued by stations. What other mediiun makes a viewer or listener pay to learn what's going on?" "Better programming to reach its own market, not imitate am. Greater use of fm receivers in motor cars. * The agencies, when questioned about what might make fm interesting to clients, emphasized the need for: Up-to-date audience studies, awareness of its existence in the market, more jjromotion, and programming with some imagination and showmanship. Asked about fm promotion by sta tions in tiieir areas, 19 agencies replied that there was promotion, while 17 reported none. Further comments by these agencies indicate an overall appreciation of the medi um. Examples ol these are: "1 believe fm is superior to am; however, it has become a stepchild to am radio and tv." "Seems to be growing steadily. . . Great for prestige and instructional stuff. Expect fm portables and auto radios in a few years." "At the present time, fm gives the same startling residts we used to get when tv was exciting and new. It has the advantage of reaching a clearly-defined segment of audience at any given time, depending on programming. . . . Fm audience listens wholeheartedly, it does not turn to fm for 'background music' " • • • ILES BUILD $5-MILLI0N PLANT "wind played a big part in creating the demand for r product that has made possible our neiv $5-million plant!" E F. SALERNO, Salerno-Megowen Biscuit Co. IB— NOW NO. 2 IN SALES "We've just jumped to second biggest seller in tliis market— and it wouldn't have been possible ivithout our No. 1 salesman — wind." HARRY KLECKNER, V.P, Thomas J. Webb Co. RADIO TAKES A BOW "wind can take a deep bow for playing a viajor part in helping vs become the world's largest formalwear roital operation." BENJAMIN J. GINGISS. President, Gingiss Bros.. Inc. VIND Chicago