U. S. Radio (Jan-Dec 1960)

horizon '60 a better job than, say, tv. For example, news and special events." The third agency executive, Herbert Zeltner, Lennen and Newell Inc., New York, deals \\ith the need for research. Specifically, he would like to have a reliable way to meassure the "ideal frequency of spot announcements" for various types of products and competitive positions. In the area of spot radio, industry executives foresee a year of expansion. \ bullish estimate has spot radio approaching the S200 million mark for 1960. The new radio presentation by the Station Representatives Association also will get maximum exposure in markets across the country beginning this month. Network radio is entering the year with high hopes that it is in a stronger financial position than it has been in recent years. The realistic adjustments in programming and compensation arrangements that have been designed by all networks could eliminate the red ink from the financial statements. Jack W. Laemmar, account executive, J. Walter Thompson Co., Chicago, urges radio to add "life" to programming. He is coauthor, ivitJi Gene Seehafer, Needham, Louis & Brorby Inc., Chicago, of new textbook, "Successful Tv & Radio Advertising." MR. LAEMMAR: Radio has just passed the milestone of another decade in its history. During the fifties it was forced to step out of the spot light and give ground to its partner in the electronic field, television. To some, this sounded the death knell of the medium. To others, it was a challenge. Fortunately, the latter group was in the preponderance and, while radio has had some trying times, it is now doing quite a healthy business. There is nothing magic or unusual about entering the sixties — yet it makes for an appropriate time to look ahead and try to view where radio is going during the first year of the new decade, and to attempt to analyze some problems confronting this medium. On a hypothetical balance sheet we find one of radio's main assets to be its universal coverage. The percentage of homes with radios is just a fraction under 100 percent. What a potential for a medium of entertainment, enlightenment and selling! But a potential is all it is — until people listen actively. If radio is to make advancements and increase its selling effectiveness in 1960, it must find the means to make its' audience more alert to its program fare. This challenge must be recognized by station management. A lethargic attitude and adherence to the status quo by a station will see that station lose ground in relation to other stations in its market. We might call this necessary ingredient "active-participation" listening. Participation is an audience reaction to strive for even though it may not be realized. The first step toward active participation is awareness. A program cannot be fully effective if the listener is no more conscious of its existence than the fact that the radio set is turned on. The "top 40," interrupted only by too frequent commercials, often provides little more than a primitive beat that anesthetizes the mind. Yes, the listener must be actively aware of the program to which the set is tuned before its enjoyment is actually participated in, and before it can provide the most effective atmosphere for a selling message. The old theory of "programming opposites" coidd take on new life in 1960. A choice must be created for the listener. Sincerity Another factor which contributes to "active participation" listening is being talked "with" rather than "at." This contept certainly is not new, either. Yet how great is the need for announcers to present their material "unprofcssionally" — just like one friend talking with another. In such a delivery, sincerity results almost automatically. Station management might well take the time to sit down and ask the old question, Quo vadisf, in 1960. Is radio destined to consist almost solely of minute commercials interrupting popular musical programs throiighout the day and night? Is that constructive programming? Is that the atmosphere for the most effective selling job that radio can do? The answers to all these questions must be "no." At the same time this soul searching is being done, management should not be swayed by the fact that many stations which are doing exactly what has been mentioned are real money makers and are, therefore, considered successful operations. But idealism and profits are not mutually exclusive. Station management might well be a bit overwhelmed by its station's community responsibility. The first step in making a station a positive contribution to the community's welfare is management's recognizing, 20 U. S. RADIO • January 1960