U. S. Radio (Jan-Dec 1960)

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soundings ± ti '^fi ''ifi'iu'iiuviimi Upcoming RTES Session To Espouse Radio Values In one of its first major radio sessions in a long while, the Radio & Television Executives Society, New York, is planning to devote its monthly Roundtable luncheon on Wednesday, March 30, to a discussion of radio advertising values (see Question ix Answer, p. 40) . Stations are urged to send in questions and pertinent comments covering areas of interest to advertisers, agencies and buyers of radio time. Headlining the speakers' panel are expected to be prominent advertiser spokesmen. Is There a Change Down on the Farm In an atmosphere of a generally healthy business climate, farm radio finds itself in the throes of a "peaceful revolution" in programming (see New Seeds for Farm Programming? p. 23) . Some of the issues at stake are whether shorter segments in farm information will gain complete acceptance, and the secularization of farm material to appeal to a wider audience (e.g., home-owners and gardeners) . Balaban Stations Install "Active" Monitoring Syster In a move designed to enable management to keep a closer eye on what is being broadcast over its outlets, Balaban Stations has installed an "active" monitoring system called PACC, Program and Commercial Control, at three stations — WIL St. Louis, WRIT Milwaukee and KBOX Dallas. Monitoring will be handled by a researcher employed by each individual station at a location removed from the station proper. Reports will be made directly to director of operations or the assistant to the vice president. A similar "control group" was instituted recently by the Storer Broadcasting Co. (see Soundings, December 1959) . RAB Head Predicts Bright Radio Future In Next Decade More radio and tv stations and fewer newspapers and magazines in 1970 is the prediction of Kevin B. Sweeney, president of Radio Advertising Bureau. Peering into the next decade, Mr. Sweeney foresees another 1,000 am stations in operation, and over 20 million radio sets in use. Radio's dollar volume will double, stations will be highly specialized as to editorial content and there will be a large increase in the number of stations owned by the investing pubic, if Mr. Sweeney's forecasts are borne out. Moving to an area closer at hand, the RAB is preparing a new survey charting the activities of radio's local advertisers. Low Cost Fm Receivers Seen Boosting Listeners Availability of low cost fm receivers is expected to boost the number of fm-equipped homes. The Broadcast Equipment division of Sarkes Tarzian Inc. is marketing a table model fm set carrying a suggested retail price of |19.95. In addition to distributing the sets through such mass outlets as drug and grocery chains the manufacturer is asking fm stations to sell the radios to their listeners. Air Force Academy Games To Be Aired By IMN All Air Force Academy football games will be exclusively broadcast over the facilities of The Intermountain Network for the next three years, it was reported by Lynn L. Meyer, IMN president. Details of the agreement were worked out between IMN and Air Force Academy officials. The regional network's broadcast rights include coverage of games both home and away. During the 1960 season, IMN will air all 10 of the Academy's scheduled contests. U. S. RADIO • February 1960