U. S. Radio (Jan-Dec 1959)

radio research 'Nuts and Bolts' of Today's Radio Programming Described in Katz Manual The Katz Agency's station executives are being provided an 81 -page manual on contemporary programming that details "the nuts and bolts" of today's radio fare. The research study, titled The Nuts and Bolts of Radio, was prepared by George Skinner, director of radio programming. Each area of station activity is coveted, including news, farm programming, public service, music, promotion, religious broadcasting, identification, contests, and production. Purpose of the manual, according to Mr. Skinner, is to recommend the currently acceptable way of assembling radio's "nuts and bolts" into an effective broadcast pattern. Mr. Skinner states that radio must present news in such a manner that the audience will want to listen. He gives various tips for stations: On news gathering — "every station should give high priority to the personnel and equipment necessary to collect the basic information;" on preparation — "each bit of information that trickles into a newsroom must be carefully moulded into proper form before it can be considered a candidate for a place in a newscast," and on evaluating stories — "emphasis given each story depends on a combination of its interest and intrinsic importance." Editorializing Concerning editorializing, the Katz research study says, "Radio is uniquely equipped to carry the editorial torch." Mr. Skinner observes that by taking an editorial position on local issues, a station not only builds prestige and audience, but also is able to assume a position of community leadership. The new public service concept, according to the Katz study, "is to sell ideas to the public as crisply and effectively as commercials sell merchandise." Well-written and wellproduced one-minute spots constitute the most powerful public service radio can provide, it states. All phases of musical programming comprise about 15 pages of the Katz manual. In order for a station to concentrate its appeal on any audience group, points out Mr. Skinner, it "cannot mix incongruous or incompatible music with that which represents the strongest attraction." The manual also furnishes stations with ways of selecting popular music, a procedure for determining the current popular tunes, a breakdown of the various types, a method of deriving a music listing, and tips on using judgment in music selection. The writer states that a station must constantly remind its audience of new accomplishments and past achievements. He says: "A successful station today must not only have good programming — but must also inform the public about that good programming through promotion." In an appendix, Mr. Skinner provides over 40 different ideas for contests and promotion vehicles for stations. "Radio contests are too valuable an audience builder to ignore," he says. He emphasizes that markets, audiences, competition and times are constantly changing; therefore, each aspect must be evaluated in terms of the local situation as it exists at the moment. Radio has become a "companion medium," he states — one that provides entertainment and information over a long period of. time. "People today listen to stations rather than programs." • • • In Hartford . . . Sales are poppin' with new WPOP! And It's no wonder. Look at WPOP's fabulous rating record . . . ♦ From 9:00 AM to 1 1:00 PM, Monday-Friday . . . WPOP was first in 36 of the 56 quarter hours; second in 18 quarter hours and third in the remaining 2 quarter hours. Comparing the November, 1958 Pulse with May, 1959 WPOP— up from 15% to a 22% share, 6 AM-12 Noon, Mon.-Fri. or 47% up from 22% to a 25% share, 12 Noon-6 PM, Mon.-Fri. or 14% up from 25% to a 29% share, 6 PM-12 Mid. Mon.-Fri. or 16% Of the 72 quarter hours between 6 AM and 12 Midnite, WPOP is up in 62. Follow the trend to the fastestgrowing station in Hartford . . . dynamic, vital WPOP! Call Adam Young today WPOP Hartford, Conn. A Tele-Broadcasters Station First In The Hearts of Birmingham Housewives Says August "PULSE" National Representative: Venard, Rintoul & McConnell, Inc. Southern Representative: James S. Ayers Company WSGN U. S. RADIO • October 1959 89