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soundings
Cities Service Steps Out With Renewed Radio Interest
The return lo radio of Cities Service Co., one ol ilic oldest air-tiiiie advertisers in llie l)iisincss, rhalks up a success story ior the medium in the form of a radio budget currently estimated at close to $1 million and expected to go higher next year (see Cities Service and Radio: "Side by Side," p. 30) . The oil firm, which took a stroll with tv at the turn of this decade after nearly 30 years of keeping company with the senior air medium, did an about-turn last year and is now hitting full stride again in the realm of listener appeal.
NBC Radio's Medical System Harbinger of Special Services?
With its new plan to provide, through fm multiplex, a professional Medical Radio System to doctors' offices, speculation is popping as to the next step. Initially, the medical system will reach 16 cities, providing music and latest medical news and commentary. Dr. Chester Scott Keefer, president-elect of the American College of Physicians and executive director of Boston University's School of Medicine, is head of MRS' medical board of advisors.
RAB's Proposed Building Can Provide Radio Symbol
As the building conniiittee of Radio Advertising Bureau continues to explore various possibilities, it is the expectation that the home for radio will be established no later than 1961. Actually, the committee is exploring two alternative ideas: Costs of acquiring a site and putting up building, and converting an older structure. The bureau feels that the new home, in addition to its symbolic value, would be an efficient way to invest money now expended for rent.
CBS-Owned St. Louis Outlets Voice Freedom of Airwaves
The extent to which CBS-Owned stations have split their radio and tv operations was vividly illustrated during election week. KMOX-AM and KMOX-TV St. Louis took different viewpoints on a proposed Metropolitan District Plan. The KMOX-AM editorial, by Robert Hyland, vice president and general manager, opposed the plan and was on the winning side. When advised of the dual views, top CBS Inc. brass asked the stations not to use it as a publicity tool, imtil the story broke in a St. Louis newspaper.
Coverage Study of Radio To Be First Since 1956
The first Nielsen Coverage Study of radio since 1956 has been planned by the A. C. Nielsen Co. It is expected to be released by mid1961.
New BPA Officers Start Term of Office
The new slate of officers of the Broadcasters Promotion Association have started their terms in office, following the fourth annual convention held in Philadelphia. Gene Godt, sales promotion and advertising director of KYW-TV Cleveland, was elected president; John F. Hurlbut, "WTBMAM-TV Indianapolis, first vice president, and Don B. Curran, KTVI St. Louis, second vice president. The BPA voting membership has picked New Orleans for its 1960 convention, to be held November 14, 15 and 16.
U. S. RADIO • November 1959
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