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 #:
000233
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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U. S. RADIO 1960 APRIL Radio In The Looking Gloss 'Radio as an Advertising Medium' The adjoining lead story in this issue of U. S. RADIO is the result of the recent major radio drive by the Radio Ct Television Executives Society Inc., New York. The story presents the exclusive report on a questionnaire that RTES sent to agency executives. The RTES survey was taken in conjunction with its Roundtable luncheon of March 23, which featured "Radio as an Advertising Medium." Those who participated in that panel were: D. C. Marschner, sales promotion and advertising manager. Shell Oil Co.; Albert Richardson, vice presidentadvertising, Chesebrough-Ponds Inc.; Marguerite West, advertising media manager, Scott Paper Co.; Maurice McMurray, national sales director, Storer Broadcasting Co., and George Arkedis, vice president-sales, CBS Radio. \\ liat \v()ul(l radio find if it were able to look at itself in the niirror? W'hat would its strengths look like? How about its weaknesses? In what ways can it improve its natural endowments? These are some ol the qiiestions the Radio & Television Executives Society Inc., New York, had in mind when it polled a sampling ot advertising agency executives to find out how they felt about "Radio as an Advertising Medium." ^Vhat follows is an exclusive report on the results of that questionnaire survey, which was taken by the RTES to coincide with its recent major radio push. Rather than "yes" or "no" questions, the survey sought subjective views on radio's limitations and attributes, programming and commercial matters, use of radio in other than the popular driving times and U. S. RADIO April 1960 19