U. S. Radio (Jan-Dec 1960)

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TURNING TO TECHNIQUES STAMPED . . . 'Made in U.S. A/ Faced with rapidly expanding economies, populations and competition, Mexican and Australian radio sets dynamic pace One of the major developments ot recent years has been the widespread expan^i()n of American firms into foreign markets. Today, thousands of or'^anizations, either through subsidiiries, branches, offices and others, are ^(-■lling their wares in ahnost all ot ihe market places in the free world. As a direct result of this surge in international selling, another product definitely carrying a "Afade In I he U. S. A." label is finding great .icce]Jtance — advertising and marketing technicjues. Branches of important American advertising agencies are now found in key foreign markets. In addition, native" agencies have shaped themM-lves in the image of their U. S. loimterparts. As a consecjuence, advertising media have been undergoing some interesting changes. The lollowing is a report on what radio is like in two different jjarts of our >hrinking globe. AUSTRALIA Australians have long demonstrated their affinity for American noducts and the American way of loing things. With a population of il)out 10 million (comparable to lie New York City metropolitan area), Australia enjoys one of the highest standards of living in the world. It is estimated that over half the poptilation resides in urban centers, restdting in concentrated marketing areas. Currently, there aie over 160 radio stations in operation. Of this total, over 100 are commercial operations with the remainder being government operated national stations. The majority of the commercial outlets belong to or are affiliated with a network. Australia has two national networks, two interstate and six regional. According to the Australian Broadcasting and Television Year Book, the MacQuarie Broadcasting Service, Sydney, is the largest network with over 60 member stations. It is interesting to note that this network is a cooperative with each member station also being a shareholder. Following the British practice, listeners must purchase radio set licenses from the Australian Broadcasting Commission. There are approximately 2.2 million licensed receivers in operation, according to the Australian News and Information Bureau. It has been estimated that commercial stations reach over 90 percent of the potential audience. ^Vith tv making fast progress, the commercial radio station operators are finding themselves in an increasingly competitive situation tor the advertising dollar. This contpetition, plus having to woo its listening audience against the background of government owned stations, has many radio people closely studying American broadcasting methods. Ad Expenditures The amount of money spent on advertising in Australia has been mounting steadily. It has been estimated that total ad expenditures for all media in the country is now well over $250 million yearly. This is an impressive total on two counts — the small size of the population and the fact that there are said to be only about a dozen nations spending over $100 millicm a year for advertising. Breaking down the money spent tor advertising, it has been estimated that print media accounts for approximately 50 percent of the total, radio earns about 15 percent and television close to eight percent. However, tv is making fast strides and is probably now getting at least the same share of the advertising dollar as the sound mediiun. Radio commercials are subject to censorship by the Australian gov r. S. RADIO Auoust 1960 33