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 #:
000178
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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Hollywood Puts "Radio, at the price, can pinpoint the movie audience better than any other medium. Radio is integral part of advertising program, with up to 25 percent of budget spent on sound medium." "Radio extensively used on every major box office success in 1959. Medium extremely effective in pre-selling campaigns. Employs sound track excerpts on spot announcements." "Radio used for saturation campaigns, to presell a picture and during the picture's run. Theatre operators usually request co-op money for local radio use." 2o^ CENTURYFOX "Radio spots are used on 75 to 80 percent of the pictures released. Sound medium is found to be most effective way of reaching important teenage movie audience." "Radio makes it possible to prepare material aimed at specific audience groups by buying certain shows and time periods. Using 'umbrella' saturation campaigns." 32 U. S. RADIO March 1960 ^ I