We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
where the audience is in a different place than where the television set is located? Radio's future is as bright as television's or newspaper's or maga
zine's, but it will require imagination, experimentation and patience. It will require advertisers with the confidence to recognize radio for what it is — and to support it.
Mr. Leonard, media director, Fuller Sc Smith R: Ross Inc., New York, sees radio entering its period of greatest growth^ advancing at a greater rate thayi other media. Reasons cited: Flexibility and specialization, instantaneous news, and its leisure-time role.
2. What can radio do that television cannot do?
3. What can radio do better than television is doing?
4. What can radio do at a point
DONALD LEONARD ANSWERS:
While radio has always been a healthy medium (in spite of some rather rough times) , it is now facing a period which I feel will be phenomenal— the period of its greatest growth, its deeper saturation and penetration of the active American's everyday life, and full recognition of its "out-of-home" as well as "inhome" benefits. All major media will advance, but radio will advance the most.
I feel radio will make these advances because:
1. It is flexible. An advertiser using this medium can almost hand pick the audience he wants and concentrate on that audience, geographically or otherwise. Radio stations are becoming more and more aware of being able to reach specific audiences through the type of programming used, for example. Some stations become specialists in one field (such as rock 'n roll or classical music) , others endeavor to offer diversified fare, appealing to all audience segments. Flexibility doesn't stop at age or income groups — it goes toward specific races, ethnic groups and so forth. Part of the future growth of radio will be based
on the realization by station managements that they "can't please 'em all" and therefore will concentrate on one or two groups.
2. Radio has been and will continue to be the most instantaneous source of news — international, national, regional, local. Americans' appetites are absolutely insatiable in their desire for news. What better way to capitalize on a public service than just to continue to give the best possible news services?
3. Radio stays with its audience. Americans will have more and more leisure time, and they
will spend this time actively — in sports, travel and so on. Only radio can accompany them everywhere, without distracting them from what they are doing yet contributing to them at the same time. If radio station managements continue their policy of delivering merchandising and promotion support for schedules placed on their stations, of constantly seeking ways and means of keeping radio economical and efficient, and at the same time make a concerted effort to sell the medium as well as their individual stations, how can they help but deliver what I feel will be the strongest period for radio in its history? • • •
U. S. RADIO • November 1959
41