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serves that the media plans now reaching the buying stage in many of the top agencies indicate "two key buying patterns that are going to come into their own in the fall and winter seasons.
"Many agencies are leaning to heavier schedules for shorter but repeated flights through fall and winter.
"There is a greater emphasis on reaching the housewife on the heaviest shopping days to capitalize on the immediacy of the medium."
Representative Studies
National representatives are making concerted efforts to see fall business go over the top.
A special presentation which Edward Petry & Co., New York, will be showing to agencies beginning this month is designed as an all-out effort to spread radio buying beyond driving times. The study is called "Shift Time."
It refers to the traffic hours of 6 to 9 a.m. and 4 to 7 p.m. as the "big six" and agrees that these hours are heavily traveled by Americans going to and from work. But, the presentation asks, what about the millions of workers who are on shifts and travel back and forth at different times of the day? The Petry study refers especially to blue collar men, who represent about 30 percent of the total working force with higherthan-average incomes of more than $5,000 per man.
"Shift Time" then provides a market-by-market documentation where Petry has stations. Here are examples:
"Tulsa — two big shifts in this 'oil capital of the world' are outside the normal 'drive' periods, 2:30 p.m. to 4 p.m. and 10:30 p.m. to midnight.
"In the early afternoon, 69.5 percent of industrial workers are enroute to work, 27.2 percent on, 42.3 percent going off. Most of these workers shift again late at night, 18.5 percent start work, 27.5 percent end.
"Milwaukee — From noon to 4 p.m., 32 percent of all industrial
(Cont'd on p. 50)
Who Listens?
I An hour-by-hour documentation of who listens to radio (women, men, ; teenagers and children) is presented below. It is taken from Radio Adver; tising Bureau's Radio Facts Pocketpiece. The study was taken by Pulse last I winter in 27 metropolitan areas that comprise nearly 40 percent of all U.S. I radio homes. Audience comparisons are based on average quarter-hour, I Monday through Friday sets in use and include both in and out-of-horae I audiences.
RADIO'S AUDIENCE COMPOSITION HOUR-BY-HOUR...
PERCENT WOMEN, MEN, TEEN-AGERS AND CHILDREN
■y^Above data based on recently conducted survey in 27 major metropolitan markets. Add 000 to the figures at the left of each bar to
get Radio's total hour-by-hour reach (in these 27 markets only).
**Less than 1%.
U. S. RADIO
September 1960
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