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Radio
In The Public Interest
AGENCY STARE IN PUBLIC INTEREST
The survey of agency executives by NBC Spot Sales shows unmistakably the future of public service fare at agency-advertiser level
1 1 is iioi easy to aiiant>L' with (oniplcte l)aIaiKe cxaitly iu)w advertisers and as^ciu ics fit into the living room ol |)iil)li( iiilcrcsl proj^ramniinj;.
(Icrtainh, it is the nRdiuin's ()l)Ii<>atioii — and not the ad\ ti tisci's — to serve the (oniplete needs ol its aiidieiKC. In broadcast media, this is especially true because a federal license is invohed.
^\cl\ei tisers, however, do have a stake in pid)lic service radio because ol parallel interests. 11 a radio station has achieved a |)ositive service ima<^e in a community, is this not what an advertiser would also like to achieve for his company image? II it can be shown that there is a responsive, buying audience listening to public interest radio — albeit the mnnbers them
Question A
Has one of your clients expressed an interest in. or have you recontntendetl to a client, the sponsorship of a radio station public service profimni?
Yes No Don't Know
Total ResponcJents
Billings
Total
#
93
156
8
36
61
3
257 (100)
90 (100)
Over
$1,000,000
Under $1,000,000
# %
25 28
59 65
6 7
it %
68 41
97 58
2 1
167 (100)
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Question li
Do you believe that you ivould be more inclined to recommend the purchase of a public service profiram if you ivere supplied with more qualitative audience information than is presently available to you?
Billings
Over
Under
Total
$1,000,000
$1,000,000
# %
# %
# %
Yes
207 72
76 71
131 72
No
30 10
15 14
15 8
Don't Know
53 18
16 15
37 20
Total
Respondents 290 (100) 107 (100) ; 183 (100)
62
U. S. RADIO • May 1960