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 #:
000183
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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ELECTRIC WATCH was first of the Hamilton line to benefit from the company's good music approach. Success of market tests led to adoption of this strategy for entire line of watches. Pictured is latest electric model, the Regulus, introduced in February. Watches throughout 1958, the entire schedule was placed in early morning spots in news adjacencies in about 20 markets. In the fall of 1958, Hamilton experimented with a good music station in one market. The campaign, which was on the new electric watch, lasted eight weeks, as did the rest of the radio schedule. Afterwards, the company took a mail survey of about 400 of the station's program guide subscribers. Survey Radio Results "We took the survey," says Mr. Jones, "to find out how our advertising had registered. The results were very satisfactory. Among other things, we learned that 50 percent of the respondents cited Hamilton as the watch they thought was best. And over 75 percent associated the Hamilton name with the electric watch, which was just the association we were trying to make during the campaign. "That one-market test showed us U. S. RADIO March 1960 37