U. S. Radio (Jan-Dec 1960)

HPL Reportedly Planning Syndication Move Akin lo tlie booinlet in activity in siipjjiying radio stations with progrdm services is a rej^ort that radio's oldest "talk" show, the Housewives Protective League, is considering plans to syndicate its services. As tentatively conceived, it would supply a ratlio station with either a script service or a lull-scale syndication of its entire method ot operation, including the talent and merchandising aspects. (For a report on new developments in radio syndication, see What's New in Program Seniices, Part II, p. 32.) Full Head of Steam For Qualitative Research Beginning this month, The Pulse Inc. is launching a major eftort to show stations — large and small — how cpialitalive research can help in their day-to-day management and/or sales proi^lems (see Radio Research, p. 98) . There are five main types of qualitative studies that Pulse is preparing to show stations. It feels that the complete research needs of any station can only be met by combining qualitative with cpiantitative. Sarnoff Suggestion Might Trigger High Level Meetings An idea that might provide the basis for an industry effort to broaden the scope of broadcasting is found in the address of (ieneral David Sarnoff, chairman of the board of RCA, at the 20th anniversary dinner of the Radio and Television Executives Scxiety. Recipient of the Society's first Gold Medal Award, General Sarnoff" suggests ". . . that the broadcasting industry, through an appropriate industry organization, s]M)nsor an annual conference." Purpose of this conference woidd be to analyze the role of broacicasting in American life. "To (the conference) would be invited leaders of all areas of American thou<>ht and endeavor." Agency Study Outlines Role Of Station Merchandising The role of merchandising support by stations is examined in a survey conducted by Needham, Louis and Brorbv Inc., Chicago. Harold A. Smith, program promotion and merchandising manager, states that 75 percent of the agencies responding reported an increase in client requests for merchandising assistance. VV^hat are the most valuable station merchandising services? The survey lists arranging for dealer displays, mailing pieces to wholesalers and letailers and working with the client's local sales people. Research Shows Radio Knows How To "Join the Croup" Radio cc:)ntinues to prove its ability to reach consistent 1\ important c onsinner groups. Residts of a 27-market study by the Radio Advertising Bureau shows that more than 90 percent of the consumers in eight dilferent categories are reached by radio weekly. The consinner groups included in the survey are housewives, middle-income men, working housewives, men 25 to 55, blue-collar men, single working women, teenage boys and voung homemakers. According to R.VB, 55. S percent of the consumers in all categories listen to radio during Aveekday mornings. Figures Indicate that Radio Has Lots of "Set Appeal" If the sale of radio receivers is any indication, radio listening in Southern California is definitely on the way up. The Southern California Broadcasters Association reports that set sales in 1959 were the highest since 1955, the first-vear figines were compiled. Going over the half million mark for the first time, the SCBA reports a 22 percent gain over the 1958 sales figures. Seven counties, including Los Angeles, nere included in the area covered. U. S. RADIO .April 1960