U. S. Radio (Jan-Dec 1959)

markets reach beyond the inetropuhlaii limits ot a city provides the natural values that conform well with this marketing concc])t. An example of the statistical spread can be found by comparing the standard metropolitan area and what Westinghoiise calls the Boston Megatown. The standard metropolitan area of Boston, according to Westinghouse, is confined to four comities. The Megatown "community" includes 1 1 counties in Massachusetts, eight counties in New Hampshire, four counties in Rhode Island, two in Vermont, and one each in Connecticut and Maine. (For a comparison of the market figures between the two units, see chart, p. 35.) The role of media in Megatown is affected by the mobility of its residents, Mr. Goldberg declares. This involves mobility of transportation, communication, and customs and habits. In transportation, Mr. Goldberg points out that people no longer measure distance in miles, but rather "in the fourth dimension, time. They live 10 minutes from the shopping center, not five miles." As for communications, the researcher states that with electronic media, "people are no more than a fraction of a second away Ironi anywhere else in Megatown." In terms of customs, Westinghouse states that residents in outlying areas essentially have a community of interest with the central city over such matters as employment patterns, taxation and fuiance, family relationships, highways and traffic, civic pride and problems, and entertainment and sports. At the same time, however, Megatowners shop nearer to their homes for all types of products, many of which are sold by branch outlets of central city stores, Westinghouse says. An example of the Avay Megatown has influenced retail sales is provided in the Pittsburgh area. According to Westinghouse, retail sales from 1954 through 1958 for the entire Pittsburgh Megatown increased nine percent. "However, closer analysis shows that retail sales in this period actually decreased five percent in the central city, while the remainder of the Pittsburgh Megatown (the metro and satellite rings) showed an increase of more than l.S percent." II. Total Market Another "area" plan, the Total Market Concept, was devised by WBT Charlotte. According to Robert Covington, station vice president. research-promotion, "There is a basic change today from a city marketing concept to an area marketing concept." He cites two major developments that are leading this trend. "The first is the dispersion of inthjstjy, the change from one great plant to a number of smaller plants throughout the country, generally located in smaller cities and towns and, in some cases, even in the rural areas. The second factor is the movement of people from large cities to the suburbs and i ural areas. This movement has ahnost reached the force ol an explosion." Mr. Covington states that the standard metropolitan areas were not designed as marketing areas, but merely as units for the collection of statistical data. "However, the recent addition of the word statistical may be one indication that the standard metropolitan statistical area is not intended as the final answer to geographical marketing." He then outlines what he feels are two limitations to using the SMSA as an effective tool in marketing. In the first place, he says, the SMSA is tied to county lines (except in New England) and U. S. counties vary greatly in size. As an example, he declares that two S.MSA's with one county each can vary as greatly as Charlotte, with 552 square miles, and San Bernadino, Calif., with 22,000 square miles. The second limitation, and probably the most critical, is that the The Total Market Concept of WBT Charlotte, N. C, is brought to New York agency attention by Robert Covington, vice president, research-promotion. Present are (I to r): Arthur Pardoll, Foote, Cone & Belding Inc.; Paul Marion, WBT sales manager; Mr. Covington; Phil Kenney, Kenyon & Eckhardt Inc.; Bill Hinman, Lambert & Feasley Inc., and Richard Puff, Sullivan, Stauffer Colwell & Bayles, Inc. 36 U. S. RADIO • November 1959