U. S. Radio (Jan-Dec 1960)

soundings Healthy Radio Year Seen on 'Horizon '60' Both agency and iiulustiy cxetiuives foresee a growth year ahead lor radio in 1960 (see Horizon '60, p. 19) . Spot is expected to move past the $200 million point and network, because of realistic adjustments, is certain to be in the soundest financial position in recent years. Agency executives urge the medium in the months ahead to ex|)loit its natural assets. NBC Medical Radio System is Meeting With Acceptance NBC's new Medical Radio System, which was announced late last year, expects to get started the Monday after Labor Day. It is opening offices in five cities and is already about 35 percent sold out. Cost of sponsorship for 52 weeks is about ,S.S38,()00 (see Repo)! (lyjin Xetworks, p. 55). Fm Supporters See Encouraging Signs Backers of the fm medium are entfiusiastic over the move by Motorola to market an fm-only car radio. It will list for $125. Another bright sign on the fm horizon is the decision by a few^ major representative firms to investigate the possibility of handling fm stations. One firm, is known to have already taken definite action in naming a salesman to full-time fm duties. Red Devil Tests Lead To National Radio Buy A view of the results of limited test campaigns in 1958 and 1959 "sold" William Underwood & Co. on making its first major radio buy. The firm has contracted for a 33-week run on a national network for its Underwood deviled ham. The two test programs, developed by Kenyon &: Eckhardt Inc., Boston, concentrated in the New England area, and were budgeted at $50,000 each. The I960 campaign represents a $175,000 "vote of confidence" in radio's selling power, (see Underwood Gives Radio the Devil, p. 32) . Research Documents Facts of Radio Life Research continues to demonstrate its growing ability to deliver a huge, loyal and quality audience. Two reports from the Radio Advertising Bureau add more evidence to support this contention. First, a study in Littleton, Colo., a community in which 97.5 j^ercent of the families surveyed own tv sets, shows tliat over 65 percent acquired new radio sets last year. Second, a study of male white collar workers earning $5,000 to $10,000 annually, indicates that more than nine out of 10 middle-income men listen to radio during an average week. Country Music Stations May Get Their Pulse Taken Details are now being worked out on a plan to have The Pulse Inc. survey the listenership of country and western music stations. Support for the project is being sought from about 50 stations. The plan was initiated by Charles Bernard Co.'s Country Music Network and is being cosponsoreci by the Country And Western Music Broadcasters' .\ssociation on belialf of CMN. The survey is tentatively set to kick off in about eight weeks. U. S. RADIO January 1960