We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
EDITORIAL
bright fall ahead
REPRESENTATIVES OPTIMISTIC
Most national representatives after having examined early indications are looking forward to a prosperous iointh quarter.
The fall market outlook appears exceptionallv bright because of the return of old radio customers as well as the addition of new "sound" clients (see Oplimisin Grows for Fourth O^tinrtcr, p. 21).
A look at early moves by advertisers shows th;ii drugs, food, cars, car accessories and tobacco will be strong on radio for the months ahead.
In addition, there are many radio l)uvs being made that are significant either because they are radio firsts as in the case of Heublein's Maltex cereal or because of the nature of the buy as the planned year-around campaign lor Plymouth and Valiant.
growth of radio listening throughout the day, l)ut it also ])ro\i(ks a market-by-markct studv of jol) shifts.
For Dallas-Fort Worth, the study states that aljout 22 percent ol l)lue collar w^orkers leave work between 2 and 1 p.m.: another 12 percent leave from 6 p.m. to midnight.
Kevin 15. Sweeney, president of Radio .Advertising Hureau, also makes this observation al)oul the way radio \\\\\ l)e l)ouglu this fall:
"There is a significant shift to aiul growing interest in the 9 a.m. to 3 p.m. time period as an elHcient time for reaching the housewife."
Heavy weekend listening also is being exploited in a new study by Peters, Griffin, Woodward Inc., New York. It shows that Saturday and Sunday tune-in ranks with the prime driving times in male composition and in number of different homes reached at a fraction of the cost.
HOW WILL RADIO BE BOUGHT?
The concentrated selling efforts of representatives arc expected to pay substantial dividends this fall in additional radio outlays.
Again this year, agencies will be placing the bulk of their radio monev in drivina: times, usine high frequency, saturation packages.
Afany representatives, howe\er. are making strong efforts directed at getting the agency and client interested in the wliole broadcast day.
Edward Petry & Co., New York, for example, is just releasing a new presentation called "Shift Time." It documents not only the general
A NEW ADVENTURE
As readers of u.s. radio are cinrenily scanning this issue, they are to be reminded that the first edition of i;.s. fm is also being used. It is our desire that the launching of this new fm-only magazine will fill the same void that was present when U.S. radio started three years ago.
60
U. S. RADIO • September 1960