U. S. Radio (Jan-Dec 1960)

Advertisement time buys Pulse Beat ONLY ON CBS RADIO INVITATION TO LEARNING Radio's famous excursion into the realms of literature and thouylit has been enlar(jing listeners' horizons for 20 years. Leading scholars participate in the weekly discussions which range from Aristophanes to Orwell, Machiavelli to IMark Twain. A network radio program in the public interest . . . (Cont'd from p. 10) musical arrangement, adapted from the style of the Glenn Miller orchestra, has been created. Copy I heme is emphasizing the "unforgettable flavor" in the soft drink refreshment. Piel Bros. .\gency: Young & Rubicam Inc., New York Product: BEER Helping to quench the summer ihirst, Bert and Harry uill be on the air in about 20 northeastern markets starting in July. Summer schedule is tentatively set at 13 weeks, and will be in addition to the 26-week campaign now running in New York and Wilmington, Del. Mostly minute commercials will be heard Monday through Friday at l)reakfast time, in addition to morning and evening traffic times. Timebuyer is Jim North. Quaker State Oils Agency: Kenyan ir Eckhardt Inc., New York Product: MOTOR OILS &: LUBRICANTS Taking off on a summer spree, the oil company goes into about 100 markets starting May 2.S. For now, the campaign has been scheduled lor 13 weeks. Timebuyer is Lucy Kerwin. Revlon Inc. .Agency: C. ]. LaRocfie ir Co., New York Product: SUN BATH Testifying to radio's place in the sun, the cosmetic company has planned a heavy frequency schedule tentatively set to start June 16. A total of 30 markets will be included, mostly in resort areas. Campaign will run in flights through the summer. Timebuyer is Lionel Schaen. (Cont'd, on p. 14) Great Britain eyeing rating methods: 111 feature article by London's well-known "Television Mail," editors say: "The future of television audience measurement is now in flux. Crux of the matter is that advertisers feel they are not getting the information they need most. "The present meter system is a compromise on cost. "The present situation has been created through emphasis on speed, rather than accuracy; the very human desire to know something — anything. "The log-diary panels now total 1,700 people, of which the largest group is 300 in London. Each diary is placed in a home which is also fitted with a meter. "Neither the diary nor push-button recorders are reliable. Any method which employs self-recording of information is liable to error . . . the type of information which can be provided is sharply limited. "The only couiplctc answer to ifiese shortcomings is an aided-recall survey, to provide audience composition covering the total viewing nationally and in each area. (Italics ours.) "Aided-recall would provide not only more accurate information, but would greatly extend its range. The personal interview is a flexible device which can be designed to extract appreciation of individual programs, attitude toward the service, continuous measurement of attitude toward commercials, and so on." "Television Mail," February 26, 1960. Get the complete article. We have reprints. Write or phone — and read. Stressing Station-Image, Audience Image: (iucst of Texas Broadcasters Ass'n., Mar. 14, Houston, Dr. Sydney Roslow cited qualitative assets, among them audience belief: "In one market we asked if conflicting news accounts were aired over se\cral stations, which would be believed. 26% would believe the highest, while only 21/2% would believe the last station." Pulse facts like these strengthen both buying and selling of time and programming. r ^liikei the ^ INTERVIEWS . PULSE 1 RINGS DOORBELLS 730 Fifth Ave. New York 19 ULSE, Inc. NTERVIEWS FAMILIES IN THEIR HOMES 12 U. S. RADIO May I960