U. S. Radio (Jan-Dec 1960)

KMA-960 Covers 67 Counties^ In 4 Top Farm States Radio KMA enjoys a 35-year history of service to agriculture In the nation's prosperous cornbelf. Listener loyalties developed over the years by KMA personalities pay off In sales for numerous top national advertisers. You're In good client company when you sell on KMA, the most trusted voice in midwest radio. A big 69% of the people In these 67 counties live on high gross income farms or In small towns of 2,500 or less. Let your Retry man show you how to fill the metropolitan gap by using 960 in I960. •NCS #2 TTf SHENANDOAH, IOWA AlBUtted »lth Meet DAREN F. McGAVREN Co. r NEW YORK • CHICAGO • DETROIT SAN FRANCISCO • LOS ANGELES • SEATTLE FOR FACTS ABOUT NATIONAL SALES . . ask the man who knows! at the EXECUTIVE HOUSE DAREN F. McGAVREN, President RALPH GUILD, Executive V.P. N.A.B. CONVENTION April 3rd thru 7th radio research Pulse Stresses Qualitative Research Needs for 1960 n you check The Pulse Inc., you'll find that the prospects for radio research ha\e never been more ex( itinj;. ■' 1 he impetus gi\cn qualitative research by stations," states George Siernbcrg. service director, "is enal)ling them to supplement the customary "how many' approach with 'who are they' and 'what do they think and do.' " As a residt, Pulse lor 1960 is stressing the qualitative needs of radio. At this year's National Association of Broadcasters convention, the research organization kicks off this drive. It will have a four-man team available to discuss with stations confidentially the various ways qualitative research can help solve a management or sales problem. Recent Interest Although Pulse traces its first qualitative-type study 'to seven or more years ago, Mr. Sternberg says the interest and enthusiasm by stations have been manifested to a large degree the last six months. The company now lists about 100 clients who have bought such studies. Mr. Sternberg points out that the tvpcs of stations that are interested in qualitative studies defy categorization. They are small stations and large stations: stations that are in the top ranking in their markets and those that are not; independent operations as well as network affiliates. "The very nature of qualitative research," savs Mr. Sternberg, "offers countless avenues that stations can pursue in attempting to define the characteristics of the audience and what their listeners think and do." Mr. Sternberg illustrates five areas of qualitative research that can aid stations in solving their management and sales problems: • Station image — What comes into people's minds when they think of a station? What sta ^ George Sternberg tion do listeners turn on first and why? What station do they jjreicr ior news? • Audience image — Who listens to a particular station? Breakdowns of audience by ages. Analysis of weekly expenditure for food and groceries by listeners. • .\udience reaction — What impact does a station have on its audience? Audience loyalty. Awareness of commercial message. • Audience determination — ^\'herc is a station's audience — in the home, out of the home? Who selects the station or program? Characteristics of the persons selecting. • Nfarket data — \Vhat kind of a market does a station serve? \\Miat jobs do the {)eople work at? Beforc-and-after effectiveness tests. Brand penetration to determine trends. Pulse's Mr. Sternberg declares that a station's complete research needs can only be satisfied when qualitative and quantitative research are used in combination. "They go hand in hand," he says. "Each is most effective when complemented I bv the other." • • • 98 U. S. RADIO • April lOfiO