U. S. Radio (Jan-Dec 1960)

report on A SILVER SPOON IS NOT ENOUGH Shf may he born with "advantaRes" and raisi'd with love -but thtTO still can bo plenty lacking. That is. if the school she goes to isn't {jood enough. Crowded classrooms. lUKiualified teachers, outdated equipment, inadequate curriculum — any one of th«'se can shortchan{,'e your child's education and her future. Look into the quality of the schools she'll attend — work fhrouKh vour l(Hal committees or your School Board for their improvement. Doesn't she deserve the best? FREE BOOKIET! Measure (he iliiiility of education offered in your chihl's scliool. Find out how it loniparcs with the best in tlu' < ounlry. ..how you lan make It l)ctter. For your I o|)\ — and free guidance on many s< hoc! problemswiitc: Better Schools, 9 East 40lh Street, New York 16, New York. Yardsticks for Public Schools /«ir^% ■^i^'*" U^*> Sfation Takes Survey to Check On Fm Listener Preferences Fm continues to go about its task of lefining and defining its place in the overall broadcasting picture. New stations are going on the air, programming efforts are expanding and research efforts are being made by more and more fm stations. KSFR-FM San Francisco took adxantage of the recent Stereo High Fidelity Show held in the city to check on preferences of fm listeners. The station points out that the survey was "not designed to count in terms of overall audience, but rather to find out from the fm audience — and certainly one would expect that patrons of a high fidelity show would be fm-conscious — what they liked and disliked in terms of fm." The station also notes that the results "back up a great deal of the information we already have available through our personal contacts, previous surveys and mail counts." Paid attendance at the show was 20,000, and KSFR was able to obtain a random sample -of 500 persons. Examining the occupations of those surveyed it was learned that the three laigest categories are engineers, professionals and university students. As would be expected at a high fidelity gathering, 97 percent of those replying own fm receivers. Turning to programming preferences, the survey results show that 56 percent prefer classical music, 17 percent the light classics, jazz is preferred by 8.5 percent, with popular music being selected by 7.7 percent of those responding. Checking on the number of hours spent listening to fm broadcasts, the station survey shows that the average listener has his fm set turned on for 5.4 hours per day, or 38 hours each week. The most popular listening period, by far, is the 5 p.m. to midnight segment, with 91 percent of the respondents stating that they listen to fm during those hours. The next time period preferred is the 6 a.m. to 9 a.m. slot, with 37 per cent of those surveyed checking off those hours. Only 16 percent stated that they listen to fm during the 9 a.m. to noon period. Checking a little further into listening habits, the KSFR survey asked if the respondents would like after midnight progranmiing on fm. Fifty percent of the j)eople replying said that they would want post-midnight fin programming. Approximately 20 percent said that they would be interested in late evening fm programming only on weekends. As a check on fm as an advertising medium, the question was asked, "Do you j)aironize sponsors that you hear on fm?" A substantial 82 percent gave an affirmative reply. It is also noted that 30.4 percent weiu into detail on this question although they were not asked to do so. Explaining how the survey was conducted, the station explains that all traffic at the Show had to pass the KSFR exhibit, and that no station personnel aided anyone in filling out the survey questionnaire. Fm Activity Having recently gone into operation, KPUP-FM San Francisco gave extensive daily coverage to last month's Winter Olympics in Squaw Valley, Calif. Station's facilities were used as a pool for all the independent radio stations carrying portions of the main Olympics sports events. KBIQ-FM Los Angeles reports that it entered an option agreement with the National Broadcasting Company to act as the Los Angeles outlet for the Medical Radio System. The MRS is expected to be launched over KBIQ this fall. It is pointed out that the station's regular programming to the general public will not be affected because of the use of multiplex transmission which enables simultaneous transmission of two separate programs by the fm station. • • • 58 U. S. RADIO March 1960