U. S. Radio (Jan-Dec 1960)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1960
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1960)
Leaf #:
00025
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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U. S. RADIO • JANUARY 1960 Sound Horizon Report on the prospects and problems of radio for 1960 as viewed by agency, spot and network executives For a glimpse at what is on the radio horizon for I960, I .s. RADIO presents a report from three sides of the industry. Immediately following are views by three agency executives on various aspects of the sound medium: on page 22 is an analysis of spot, and on page 25 is a report on network radio. Most observers believe that radio is in for a health\ vear. Increasino; set sales, immediacy, Ioav cost and flexibility are among the reasons cited for the optimistic outlook. Other reasons mentioned are better selling efforts, programming development, research and promotion. Two of the agency men quoted stress the need for emphasis on program building. Jack W. Laemmar, J. W^alter Thompson Co., Chicago, says, 'The listener must be acti\ely aware of the program to which the set is tuned before the enjoyment is actually participated in, and before it can provide the most effective atmos]ihere for a selling message." .\nd William J. Hoffmann, Jr., BBDO Inc., New York, believes radio shoidd place greater emphasis on developing its natural assets — "stressing areas where radio can do U. S. RADIO January 1960 19