U. S. Radio (Jan-Dec 1960)

VICTUALS VIANDS Here's food tor thought: in three short years food and grocery advertising has increased 334r'c on WPAT! There's no doubt about it, we're the very broth of a radio station ... the favorite of butchers, balcers, greengrocers and gourmets in 31 counties throughout New York. New Jersey. Pennsylvania and Connecticut ... an area where more than 17,000.000 people live, work and buy in more than 5,000,000 radio homes. The proof is in the pudding, but WPAT's power to move products off counters and into cupboards is best illustrated by this list of the people who make and market America's leading victuals and viands: A&P, Arnold Bakers, The Borden Company, Breyer's Ice Cream, California Asparaf^us Growers Association, Campbell Soup Company, Chock Full O' Nuts, Continental Baking Company, Country Club Ice Cream, Dannon Yogurt, Dorann Foods, Inc., Eskimo Pie Corporation, Foremost Dairies, Good Humor Corporation, A. Goodman & Sons, Gordon Baking Company, Grand Union, Gravynuister Company, Louis Sherry Company, N. B. C. Bread Company, Nestle Company, River Brand Rice Mills, Romanoff Caviar Company, Safeway Stores, Sara Lee Products, Schrafft's (Frank G. Shattuck Company,) Standard Brands, Inc., Tea Council of the U. S. A., Tetley Tea Company, Wheatena Company, White Rose Tea. During the first six months of 1960, all of them advertised on WPAT, the station where radio gourmets gather . . . the station with the taste of success. WPAT WPAT-FM for buyers and sellers of radio advertising •mnio OCTOBER 1960 VOL. 4 NO. 10 ... IN THIS ISSUE . . . Radio Measures Up I hict-l'art Story Detailing; New Studies. And I e(hiii(]iKs Used in Boosting National Spot Publisher 'Discovers' Radio Cirossct &: Diinlap Uses Network and Local Radio lor First Time with Strong Results Radio Thaws Anti-Freeze Sales l)u Pont Doidiles Radio Hudget in Major l-IIort to Kstablisli New Anti-Freeze It's Local Service That Counts N \H Sur\c\ Indicates Stations Promoting News, Fditori.di/ing and Sports Progjrams Question and Answer .\gcni\ L.xetutive Describes How Radio Is Used to Introduce New Auto Models 25 28 32 37 41 I DEPARTMENTS .Airwaves BPA Memo Commercial Clinic F.ditorial Focus on Radio Hometown U.S.A. Letters to Editor Names and Faces Radio Registers Radio Re-search 3 52 48 68 42 45 21 66 53 64 Report from .Agencies Rc|)ort from Canada Re])ort on Fm Report from Networks Re])ort from R.\B Report from Representatives Silver Mike Soundings Station Log rime Buys Washinsjton 56 62 58 60 54 55 18 7 50 8 13 Arnold Alpert Publisher Jonah Gitliti Editor Arnold Farber Managing Editor Rollie Devendorf Art Editor Mary Lou Ponsell Assistant Editor Blanche Stein Administration-Production Seymour Weber Office Manager Jo Ganci Secretary to Publisher Advertising: Shell Alpert V.P.-Adv. Dir. If est Const Whaley-Simpson Co. 700 Montgomery Building San Francisco II, SUtter 1-4583 % Edith K. Whaley 216 S. Vermont Los Angeles 4, DUnltirIt 7-6169 & 6160 Member of Business Publications Audit of Circulations Inc. U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street. New York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHitehall 3-3686. Printing Office— 3110 Elm Avenue, Baltimore I I, Md. Price 35# a copy; subscription, for U.S.A., $5 a year which includes U.S. FM, monthly publication also published by Arnold Alpert Publications, Inc. U.S. Possessions and Canada $6 a year for both magazines. Please advise If you move and give old and new address. Copyright I960 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. L'. .S. RADIO October 1960