U. S. Radio (Jan-Dec 1960)

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or being reminded of, its responsibility. (There are, of course, some stations which are now providing oood service to their communities — and making money.) So, as we enter the first year of a new decade, radio should take a square look at its varied audience; it should try to contribute to the welfare — which includes the entertainment, education, information and cultural aspects — of its audience. It can do this by a constructive and varied programming policy which invites and earns greater active attention by the audience. This, in turn, can only result in making sincerelydelivered sales messages more effective. Does this sound idealistic? Perhaps. Biit idealism is certainly a goal which is worth striving for. William J. Hoffman Jr., director of radio, BBDO Inc., New York, believes radio is in for a growth year. He offers seven observations on the future and lists these goals: Improved programming, better sales messages and promotion of 'modern radio.' iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii»^ MR. HOFFMANN: As the radio business looks ahead to 1960, there appear to be at least three goals that are worthy of pursuing. It must be remembered that in 1959 radio in general had a growth year, although the strides forward cannot be described as giant steps. Most of the advertising business that has found radio to be an effective and low cost medium expects radio to establish further its identity as an advertising vehicle separate from any other. This simply means the full development and utilization of radio's natural advantages as a communications and — by inference — advertising medium. The following then are three goals that should be sought after in the next 12 months: • Improved programming — stressing areas where radio can do a better, more effective job than, say, tv. For example, news and special events. Herbert Zeltner, vice president and media director, Lennen ^ Newell Inc., New York, outlines the task for radio research in the year ahead. He would like to see research provide the ansiver to this question: "What is the ideal frequency of announcements?" OllllllllllllilillllllllllUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII||||||||||||||||||»^^ • Better sales messages — written especially lor the medium, utilizing new sounds and aural effects. • Promotion of the "modern radio" concept to advertisers and agencies. There are many other aspects of radio that deserve comment not only because of their past importance to agencies and advertisers, but for future sigpificance. Here is a handful of thumbnail observations on the state of radio for 1960: • Radio will continue to live immedicy, provide frequency as "the workhorse medium." • Offer advertising efficiency on a cost-per-thousand basis. • Intensify out-of-home dominance, especially car radio. • Provide opportunities for the smaller advertiser who finds television too expensive. • Number of sets should continue to increase, especially transistors. This shovdd tend to maximize individual listening. • Radio should continue to be a flexible medium — as to geographic area and ease of use. • Expand promotional and merchandising assets. In addition, one thing that is being closely watched is the development of fm. It came a long way in 1959 and the new year may very well be an important hallmark in the history of this hi-fi medium. Radio is a medium of tremendous potential and advertiser application. What the sound medium should strive for in the year ahead is intelligent and creative selling of radio's inherent values. MR. ZELTNER: At the present time, measurements of radio as an advertising medium are based primarily on "circulation." While the radio audience of a single station is not large at any one time, cumulative audience data show that considerable audiences can be built with adequate spot schedules. As is well known, the inherent economy of radio makes it possible to achieve highly efficient schedules (Cont'd on p. 53) U. S. RADIO January 1960 21