U. S. Radio (Jan-Dec 1960)

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report from RAB Retailers Urged fo Prepare Back-to-School Campaigns Back-to-school selling — thanks to an expanding economy and a baby boom that started in 1946 — will be bigger than ever this fall. A nationwide survey by Fairchild Publications finds the majority of retailers bullish on back-to-school — many forecasting gains of 10 percent to 30 percent over a record 1959, the RAB reports. Back-to-school selling, which has already broken big in most sections of the U. S., covers a considerable range this year. Retailers are out to sell clothing, luggage, radios, hi-fi's, ^tati()nery — you name it — to the country's 47 million returning scholars and their proud parents. Because of three important factors affecting back-to-school selling, RAB considers radio "the medium best equipped to sell this record market of young people and their parents." The bureau recently released a four-page newsletter — "The ABC's of Bigger Back-to-School Business" — which is or will soon be in the hands of thousands of local merchants. This newsletter tells retailers: "To get your full share of this big potential, your back-to-school advertising must meet all these requirements: ; "A. It must select the right audience— the parents of younger children, plus the high school and college crowd whose personal influence on back-to-school buying is decisive. "li. \'ou imisi break your campaign by mid-siunmer. This is precisely the season when some advertising media suffer sharp declines, are read and watched by far less people than at other times of the year. "C. Your advertising must be economical. Due to the crush of competition, you've got to hit more people for less money. You've got to be able to sustain a heavy advertising push through the entire back-toschool selling season." RAB states: "Radio is the only medium which fits all three of these specifications exactly." The important point that "radio covers all your back-to-school prospects" is documented with a report on the extensive radio listening ol both parents and young people. According to the newsletter, "Parents of sub-teens and children are often under 40. Radio's impact on this yoimger parent has recently been surveyed in six major markets. These studies showed: "95.6 percent of young homemakers with children, and 94.4 percent of young men (25-35) listen to radio every week." The newsletter also reveals the depth and intensity of teen-age radio listening. It cjuotes Dr. Ernest Dichter of the Institute for Motivational Research, who called radio an "enormously efTective medium for reaching the teen-ager market." • • • ARAB'S NATIONAL SALES TREND OF THE MONTH=^ A series of RAB calls on one of the nation's largest food producers resulted in their recjuesting bureau cooperation in a onemarket test of their pickle line, the biueau states. A northeastern city was selected for the test and, based upon RAB research in the market, a radio proposal was submitted and accepted. The campaign is currently on the air. While radio's share of the budget is comparatively small, it gives radio a foot-in-the-door \\ ith a major account that has been inactive in our medium over the last few years. If the test clicks, the RAB says, we will shoot for many more of their products. . . . One of the nation's leading brewers, who recently moved into the East for the first time, is now on the air in four key markets, follo\\ing the exact strategy proposed by RAB. on the NEW WCOL THE NEW ACTION: Client purchases spot package . . . WCOL prepares "fluffproof" taped commercials . . . sales message is single spotted, delivered during "selective . programming", rated FIRST in 60 segments from 9 a.m. to midnight. (Pulse. Hooper, Nielsen) REACTION: People listen . . . people hear . . . people buy! MORAL: Get greater sales action through listener reaction, on the NEW WCOL! CAPITAL STATION COLUMBUS 15, OHIO /^fj^ 24-hours-a-day-broadcasting Represented by: robert e. eastman « Co., (© ONE OF THE WORLD'S DISTINGUISHED RESTAURANTS VOI^IN 575 Park Avenue at'63rd St. NEW YORK LUNCHEON COCKTAILS DINNER SUNDAY BRUNCH Open seyen days a W.eek BANQUETS & PARTIES Credit Cards Honored For Reservations: Michel, TEmpleton 8-6490 U. S. RADIO August 1960 61