U. S. Radio (Jan-Dec 1959)
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I iiiL^ i iilo I lie Ml I) j(( I III |)i () giaiimiiii^ ;il inoic Iciil^iIi, af^cru \ spokcMiu ii lake lime to ( oiiiiiK'iil in some detail on ihis aspect ol ladio.
"Lots of stations aie doin^ some very clever things wliidi show j^ood thinking," Hal (.aKhnci, ownermanager ol Ciardiner Ad\enising Agency, Salt Lake City, (ontends regarding promotions and on-air ie(hniques. "'I he most inipoiiaiit thing that radio needs is lo shui oil all the unnecessary yak.
"There is noliing wrong with loud noises on ladio il there is some contrast with (jiiicier segments."
Academic Training
Says William Alien Peck, (opy chief at Richaid (ian Inc., San Antonio, Tex., "What radio needs is an intensixe piogram to get men with college degrees in radio-tv production, journalism and related fields, and then encourage them to dream up new ideas in radio programming, the more enterprising the better."
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Does available radio research compare favorably with research available in other media?
Yes . . . 23.1%
No . . . 76.9%
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Gene F. Seehafer, media supervisor at Needham, Loins k Bioihy Inc., Chicago, declares:
"A Mioic l,i\oi,d)l( iiicdi.i iiii.ige is one siep towaicis impio\ing ladio's cllcc tiveness, lor it liclps iii( lease iiii:e sales and Imild .iiidi ciues. liiggei audiciues, enliaiK ing ])iodii(t sales potential, aie also a direct hiiKiion ol iiiipioxcd piograiTniiing and iiiij)i ()\ ed selling.
"The radio networks (ontinue to do an excellent job in pioviding news sei vices for affiliates, lint the same imagination in network news programs must also be injected into the station's own local news shows and, lurther, throughout the schedule."
Pointing to current efforts l)eiiig made to improve programming, Mr.
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What do you think of radio programming today?
Good . . . 7.4%
Adequate . . . 37%
Poor . . . 48.2%
Varies by
station . . . 7.4%
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Seehaler adds, "The recent group ol station image studies that have been reported to us indicate that at least a small group of radio management people are aware of the need for allaround improved programming and are seeking research guides to improve the personality of their station, and thus enhance the effectiveness of radio.
"More specifically, they seek to manage a station that reflects such
iaMiiahIc ,iiiiibiUc-> as aiulioi iiaineiiess, Il icndliness, i c jjuiaiioii, lespec tabilii y, belic \abilii\, modemiicss. and siiKc iiiy. To avoid being
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Do you believe radio is undersold by most advertising agencies?
Yes . . . 77.8%
No . . . 22.2%
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Do you believe radio is undersold by its own salesmen?
Yes . . . 55.6%
No . . . 44.4%
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tagged as 'over-comiiu i c iali/ed,' alert station management should maintain both a quantity and quality control o\er commercials. Quality control not only keeps borderline products off the air, but eliminates loud, shouting, irritating and poortaste messages."
Hill Murphy, media director at \V. B. Doner X; C.o., Baltimore, says, "I think radio has made itself so .'ppealing to advertisers that it is enormously over-comm.ercialized. .\nv effective use in the face of this disadvantage demands the maximum creative effort of agencies."
Adds F. C. McCormack, timefjuyer at Ketchum, MacLeod &: Grove Inc., Pittsburgh, "In too many major markets, there is \c'iv little 'cre
(Cont'd on p. 58)
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THOSE SURVEYED
New York
Young & Rubicam Inc. Foo■^e, Cone & Belding J. Walter Thompson Co. Grey Advertising Agency Inc. Erwin Wasey, Ruthrauff & Ryan Inc. Richard K. Manoff Inc. Fuller & Smith & Ross Inc. Joe Gans & Co.
Chicago
Leo Burnett Co. Needham, Louis & Brorby Inc. Grant Advertising Inc. Keyes, Madden & Jones Wright-Campbell & Suitt Inc.
Philadelphia
Gresh & Kramer The Clements Co.
Pittsburgh
Ketchum, MacLeod & Grove Inc.
Baltimore
W. B. Doner & Co.
Detroit
D. P. Brother & Co.
Milwaukee
Klau-Van Pietersom-Dunlap Inc.
Minneapolis
Campbell-Mithun Inc.
St. Louis
D'Arcy Advertising Co. Son Antonio
Richard Carr Inc. Dallas
Rogers & Smith Advertising Agents Inc.
Salt Lake City
Gardiner Advertising Agency
Los Angeles
Tilds & Cantz Advertising
Seattle
Botsford, Constantine & Gardner Inc. Miller, Mackay, Hoecic & Hartung Inc.
U. S. RADIO • November 1959
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