U. S. Radio (Jan-Dec 1960)

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report from Negro Stations Seen As Good Examples of Specialized Radio Two developments ol the last 10 years appear to have reached a converging point that the alert radio advertiser has not overlooked. "These events," says Don Waterman, sales manager of Bob Dore Associates, "are the specialization of radio and the maturation of the Negro market. As a result of the growth in these areas, the Negro market has developed into an important one for a continually widening group of advertisers. And more and more of these advertisers are discovering that radio is probably the most effective way to reach the Negro." "Psychologically, the Negro market is a separate and individual entity," Mr. Waterman points out. "In the past decade, it has emerged from its previous status of a marginal and somewhat of a novelty outlet, into a lucrative and well-established selling area. (See Negro Radio, December, 1959.) In terms of its importance and sales impact, Negro radio today is enjoying the status of radio in the pre-television period. By this we mean that it is almost impossible for any advertiser to ignore the sound medium if he wants to sell his merchandise successfully in the Negro market." A presentation the representative firm has drawn up pinpoints many of the reasons why radio is effective in reaching the Negro market. The presentation states that "Whether tailored to a geographical locality or to a particular group, specialized radio appeals personally to the members who comprise its audience. Radio reaches the individual. It serves as a leader in the community. As an advertising medium this personal rapport between the broadcaster and the listener makes radio all the more effective." "A good example of the effective; ness of radio as a medium for reaching the Negro," Mr. Waterman states, "is the recent experience of Pleiffer beer. The advertiser used a concentrated campaign on a Negro outlet in Detroit. As a result of the radio effort, Pfeitter moved from next to last to first place in the sale of beer in the area's Negro market. "Beer," he continues, "is typical of the type of consumer product that can benefit greatly from the use of Negro radio. Foods, drugs and home lemedies, cigarettes and automotive products are also high on the list of merchandise that can be effectively sold by advertising on the Negro radio station." Community Leaders It is pointed out that one of the strengths of specialized radio is its ability to become the focal point of community activities both on and off the air. "This factor appears to be particularly strong in the Negro market. The stations very often assume the position of community leaders and spokesmen. As a result of this, the merchandising techniques developed and used by Negro outlets are usually quite effective both for the station and its advertisers." .As an example of the type of merchandising activity being generated by Negro stations, Mr. Waterman mentions a station in San Francisco that has scheduled a Food and Home Show for the middle of next month. "The show, which will be held in a large auditorium, is designed to give advertisers the opportunity to display their merchandise, give demonstrations and personally come into contact with thousands of Negro families in the area. "The role of the on-the-air personality is another important factor in the effectiveness of the Neoro station. We have found that the popular deejay can be a very effective link between the advertiser and the consumer in the Negro markets," Mr. Waterman concludes. • • • la musique continental with that soothing ingredient (Qap RADIO REFINED 7:30 AM 10:30 AM 3 pm WBAP 570 Fort Worth -Dallas 3900 Barnett, Fort Worth See PETERS, GRIFFIN, WOODWARD Consultation and creative marketing services for clients in broadcasting and related fields HELLMANN MARKETING SERVICES 654 Madison Ave., New York 21 TEmpleton 8-8834 U. S. RADIO April 1960 93