U. S. Radio (Jan-Dec 1959)

report on $250,000 Fm War Chest To Come From Time Buy A imi(|uc ])l;in tli.it would raise a "war clicsi" of at least $25(),0()0 lor research and sales promotion to sell the fm medium to advertisers and agenc ies has been undertaken by the newly-established National Association of Fm Broadcasters. The plan offers a national advertiser three spots a day, seven days a week for a minimiun of six months over the association's member stations, nmnbering about 75 outlets. The stations, in turn, will turn the revenue over to the association for research and promotion projects. At its organizational convention held last month in Chicago, the NAFMB adopted as its foremost objectives the promotion of fm broadcast time sales by advertisers and agencies, the promotion of fm receiver sales and their increased usage, and the establishment of suitable fm audience and market research standards and procedures. National in Scope The research will be national in scope. It is not expected to concern itself with specific areas, but rather will be concerned with the characteristics of the medium's audience as a whole. The research studies will evaluate the different types of listeners and report, among other things, how many hours they spend listening to fm compared with time spent with other media. In addition, income levels of the fm audience and fm program preferences also will be made available to advertisers and agencies. According to Sydney Roslow, director of The Pulse Inc., "Fm broadcasters should do research on a cumulative and tjualitative basis. We should stay away from ratings . . . It is sheer folly to expect ratings to make a station Icjok like a favorable buy to an advertiser." Much more important, he stated, are facts that describe the make-up of fm's audience. In addition. Dr. Roslow suggested that the NAFMB go on record with recommendations of the minimal requirements of "must" essentials in programming, promotion and publicity for the members that have made stations successful bv being "finance-minded." Long Road According to Alfred Politz, head of the research organization, fm broadcasters still have a long road of research and fact-gathering before there is sufficient material available to present to the national advertising industry. He told the convention that he always wondered why "the most advanced form of radio transmission should play a secondary role as an advertising medivim." Some advertising agency executives still don't realize that fm stations accept advertising, stated Arthur Bellaire, vice president in charge of radio and tv copy at BBDO Inc., New York, at' the NAFMB convention. Furthermore, there are still others in the business who know fm stations accept advertising, but are confused as to what types of commercials are acceptable, he declared. Sales promotion should be emphasized rather than the general types of services by the NAFMB, Harold Fellows, president of the National Association of Broadcasters, stated. Pointing out that more than 15 million fm sets are now in use, he said, (Cont'd on p. 86) WRFM the modern sound that covers a thinking audience of music lovers "NEW YORK'S FM GEM IS WRFM" WRFM 105.1 MC New York U. S. RADIO • October 1959 85