U. S. Radio (Jan-Dec 1959)

Subscribers iMf <^ A year-around radio advertiser, which claims it has a fool-proof ratings system, is currently staking more than |500,000 annually — or approximately 20 percent of its advertising budget — on the conviction that the stations which do the most talking also do the most selling. After eight years on the air, the Kiplinger Washington Editors Inc., publisher of Changiiig Times magazine and the Kiplinger Washington Letter, is convinced that the stations that bring results for it are the talk outlets — in particular the ones that spotlight news and public affairs with solid 15-minute coverage. According to Robert Day, account executive for the Kiplinger agency, Albert Frank-Guenthcr Law Inc., New York, "After years of trial and error, we find that we get the best results from this type of station and our only regret is that there aren't more of them." So successful has radio proved, Mr. Day declares, that at the present time Kiplinger gets half of its short term trial business for Changing Times from the sound medium's listenership. During the past five years, the client has kept pace with the radio results by increasing its original $200,000 investment to the more than hall a million cited above. The Kiplinger organization, whose publications probe the depths of business, finance and commerce, spends most of this money for a 15minute program on tape called Changing Times. Designed to help the average man make the most of his paycheck, the show gives hints on how to buy better value and keep from wasting money. Favorite audience-getter topics include tax advice, new car data, gyps and dodges to steer clear of, and what to do when you can't afford to pay a bill. Heard in the top 50 markets (exclusive of Baltimore and Washington) , Changing Times is broadcast weekly, usually on Saturday or Sunday mornings over approximately 100 stations. In its most profitable markets, the show is aired in differ ent versions two or three times a weekend. Kiplinger rates its programs' pulling power by tabulating audience mail response. Each Changing Times commercial asks that the listener send in two dollars to cover a trial subscription for the monthly magazine. If the money accompanies the order, the respondent receives a dividend in the form of a digest of previous Changing Times articles. If the money is not enclosed, the listener is advised not to pay if he isn't satisfied with the first issue. "By far the largest number of subscribers do pay eventually," states Harry Hites Jr., Kiplinger sales director, "and the cash-charge ratio runs aljout 50-50." Mr. Day points out that his client has had time to develop considerable radio experience for judging stations in relation to cash-on-the-line results, and has now called a list of reliable standbys ^^'hich form the nucleus of the magazine's radio buys. "The reason why these talk stations do so well for us is two-fold, U. S. RADIO • November 1959 27