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TV, Radio,
Breaks,
iGiVl XOUR Station ^ VS/eather, Time,
i ^,e.s leads-ins, interviews,
i Musica. Bridges, The.es, «|
K Household Hints, Tags Vm
S^ yoor own HolW^ood H
_ Reporter, Advice to Love. K
B ,,,,,Thoo9htsforthe ^
gS Day, One Liners, «
^ Jockey Shorts. A
Stars International Productions, Inc. Hollywood
RICHARD H. ULLMAN Inc
^CONVENTION HEADQUARTERS—,
SEE: Marv Kempner or Peter Frank
295 Delaware Ave., Buffalo, N. Y. 570 Fifth Ave., New York
'DEADLINE
WASHINGTON"
and PersoTallzed Sl^tron Identification
Jl NGLES
m
for buyers and sellers of radio advertising
-mDIO
APRIL
1960 VOL. 4
... IN THIS ISSUE . . .
RTES Agency Survey
I . s. KADio Rtpoiis RcMills ol Ratlio Quiz Prcscntcil l)y (iroup lo .\gciu\ I'xedilives
Tasty Radio Recipe
liitos .Makes Heaviest Network Ruy I () Reach National Corn Chip Market
Howard Back On Radio
Rr(,ill Power oi Old .MunIci! Jingle liiiiit^s Rclail Chain Hack to .\ir AVaves
Conducting Mail Surveys
Research Experts Discuss Proper Methods To l\e in Prc'j)arinj; .Station Mail Survey
Program Services — Part II
.\ Secpiel to an Earlier Siorv on the l.atisi Developments in Program Services
Figuring Frequency
laciois in Deteiniiiiin^ rrecpiency Examined by Twn .\geiuy Executives
Convention Supplement
• \ Mi 1 lit^lili,<;lils and Agenda
• \.\U Builds Radio with Radio
• R.\li liuilds Sales
• Ecpiipnienl and Exhibits
• Ihint^s to Do in Chic.!i;o
. . . DEPARTMENTS . . .
Report from Canada Report on Fm Report from Networks
No. 4
19
22
26
29
32
36
41
Airwaves 3
m\\ ^remo 90
CnmiTiercial Clinic 88
I (litorinl 100
1-ocus on Radio 38
Hometown U.S. .A. 85
I ettcrs to Editor 16
Nrimcs and Faces 99
Radio Registers 91
Radio Research 98
Report from Agencies 94
Report from RAB
Report from Representatives
Silver Mike
SoiHidings
Station Log
Time Hiiys
Washington
97 95 96 92 93 15 5 89
6 13
Arnold Alpert Publisher
Jonah Gitliti Editor
Arnold Farber Managing Editor
Rollie Devendorf Art Editor
Patty Kirsch Assistant Editor
Barbara Saypol Assistant Editor
Blanche Stein
Administration-Production
Seymour Weber Office Manager
Jo Ganci Secretary to Publisher
■idi rrtisinp:
Shell Alpert I .P. -Adv. Dir.
West Coast
Whaley-SImpson Co.
700 Montgomery Building
San Francisco II, SUtter 1-4583
% Edith K. Whaley
3493 Cahuenga Blv.J.
Los Angeles 28, HOIIywood 3-2215
Member of Business Publications Audit of Circulations Inc.
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New Yoric 19, N. Y. Circle 5-2170. Chicago, III.— 151 E. Grand Ave. WHitehall 3-3686. Washington, D. C— 1806 EastWest Highway, Silver Spring, Md. JUnipar 8-7261. Printing Office— 3110 Elm Avenue, Baltimore II, Md. Price 35? a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright I960 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
U. S. RADIO
April 1060