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PULSE . HOOPER TRENDEX
Represented Nationally by . JOHN BLAIR & COMPANY
for buyers and sellers of radio advertising
NOVEMBER 1959
... IN THIS ISSUE . . .
Are Agencies Underselling Radio?
Alihoii-li I lu\ .S.i\ li U l-.llcctivc. They Admit lo Selliiii; Radio Slioi i
Why Kiplinger Uses Radio
lia(t^ ll.dl ol Jii.d Subscriptions Foi (:li(nio^i)iir Tunes to Soiiiul Mtdiiiiii
Cities Service Back to Radio
Alici Cioiutship With Tv, Client And Radio Are Again 'Side by Side'
Mushrooming Markets
Is Radio licsi Advertising Vehicle Id R(a<li Spiawiing New Areas?
The 'Difference' in Sound
Audience Duplication Study Shows Mininunn ()\eila|) oi Station Listeners
Medium's Future Prospects?
Two Agency Executives Look Ahead To Radio's Growlli and I)c\ elojjinent
. . . DEPARTMENTS . . .
VOL. 3 NO. 11
23
26
30
34
38
40
Airwaves
3
IWA Memo
50
Commercial Clinic
48
Editorial
64
Focus on Radio
42
Hometown U.S.A.
45
Letters to Editor
20
Names and Faces
62
Radio Registers
51
Radio Research
61
Report from .Agencies 54
Arnold Alpert Editor and Publisher
Jonah Gitliti
Managing Editor
Rollie Devendorf
An Editor
Carol Murdock Scinto
Senior Editor
Stan Walker
Assistant Editor
Patty Kirsch
Assistant Editor
Report from Canada
Report on Fm
Report from Networks
Report from RAB
Report from Representatives
■Silver Mike
Sou ndings
Station Log
Time Buys
Washington
60 59 55 52 53 18
7 49
8 15
Blanche Stein
Administration-Production Seyrrou: Weber Office Manager
Jo Gancl Secretary to Publisher
W est Coast Representative—
Whaley-Simpson Co.
700 Montgomery Building
San Francisco II, SUtter 1-4583
% Edith K. Whaley
3493 Cahuenga Blvd.
Los Angeles 28, HOIIywood 3-2215
Member of Business Publications Audit of Circulations Inc.
BPA
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Chicago. III.— 161 E. Grand Ave. Whitehall 3-3686. Washington, D. C— 1806 EastWest Highway, Silver Spring, Md. JUnipsr 8-7261. Printing Office— 3110 Elm Avenue, Baltimore II, Md. Price 35$ a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1959 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
4
U. S. RADIO e November 1959