U.S. Radio (1960)

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souradings Heavy Radio Load Prompts Pulse To Postpone Orders for "Specials" Faced with one of its busiest fall sea^vons in radio, The Pulse Inc. is not accepting new orders for special studies until November 15. The current workload in radio has been running at the rate of 40 or 50 studies a month, including both special and regular reports, according to George Sternberg, Pulse service director. The major reason for this action is to allow adequate time for the studies currently being produced. Adam Young Appraises Market Data in Top 100 Areas "Spot Markets 1960— 100-Market Appraisal" is being released this month by Adam Young Inc. The 32-page booklet is intended to serve as a marketing guide to the use of radio in the top 100 markets. It will define the areas of maximum advertiser interest for each market, providing population, effective buying income and households both for the metro area and the advertiser area. Frank Boehm, vice president, researchpromotion, states the advertiser areas for this study have been arrived at by using the Rand-McNally trading area maps and drawing a 50-mile radius from the center of each city. Exceptions to these are advertiser areas that have been determined by an agency panel in previous listening studies. Source of the marketing data is Sales Management's Survey of Buying Power. Do Stations See Need To Simplify Rate Cards? The "most constructive" step a station can take is to make its national rate card easier to interpret. Radio Advertising Bureau finds in a survey of its 1,200 member stations. The study shows that nearly half — 48.7 percent — of the stations consider simplification of rate cards the important need today. Many stations, especially those in large markets, have made changes in this direction over the past year. The survey finds that 58 percent of large-market stations have made attempts to streamline their cards in the last 12 months. On the other hand, RAB states, in small markets where rate structures frequently are less complex, 16 percent report efforts towards simplification. Radio Offers Book Publisher New Promotion Opportunities A reminder that there are always important new fields to conquer is the fact that Grosset & Dunlap Inc. is reportedly the only representative of the $600-million-a-year book publishing inchistry making use of local and national radio to generate sales on the retail book level. G&D had its first exposure to the sound medium last year, and is coming back ^vith a bigger "edition" for the 1960 pre-holiday selling season. (See G^s^D Discovers Radio, p. 28.) Another New York Station Denies It's Up for Sale Amid all the interest surrounding the sale of WINS New York for the all-time price high of $10 million, some New York properties have been put in a position of denying they are tip for sale. One such station is WMGM. Laurence Tisch, chairman of the board and chief executive officer of Loew's Theatres Inc., states, "WMGM is an extremely important asset to our company. Every year, for a number of years, the station's income and profit have substantially exceeded the previous year. . . . We have no intention of disposing of WMGM at any price. As a matter of fact Loew's Theatres Inc., will make every effort to enlarge its activities in the field of radio and tv station ownership." U. S. RADIO October 1960