U. S. Radio (Jan-Dec 1960)

^# I MITCH MILLEI^ Joinine; Mitch Miller and guests at his table can be a pleasant and profitable move for an advertiser. Listeners find the combination of Mitch, music, glittering guest stars and a no-holds-barred discussion of the entire entertainment world fascinating fare. This special "inside show business" flavor gives sponsors the inside track to a large and interested audience. In all radio, Mitch Miller is the kind of company you keep . . . €NLy €N CCS I^ACIC for buyers and sellers of radio advertising '4tADI0 NOVEMBER 1960 VOL. 4 NO. 11 IN THIS ISSUE Negro Radio Pursues National Coal Ihiiil Aiiiui.il SiiiMA ul N\'<^ro Radio Shows Major Moves Afoot in Programniino, Sales Capsule Success Stories Special Icaiui'i' of Ne<5ro Supplement Arc Oapsule Reports on Achertiscr Successes Pet Milk's Radio Diet K\ap()ratecl Milk Division Reports on 0\er A Decade's Consistent Use of Negro Radio Radio Primes Sales Pump Producer of Bottled Water Discovers that Snimd Medium Reaches Potential Customers Question and Answers \(l\(iiisiiin Maiiai'er and Agency Executixe Discuss Radio Ratiii"' Systems, and Areas for More Study DEPARTMENTS 21 31 36 41 44 Ail waves 3 lii' \ Memo 56 Commercial Clinic 52 I.litorial 72 I (K US on Radio 46 1 loim lowu r.S. A. 49 1 ( lUls to Iclitoi 16 Names and Faces 70 Radio Registers 58 Radi(j Research 68 Arnold Alpert I'u blisher Jonah Gitliti Editor Arnold Farber Managing Editor Rollie Devendorf Art Editor Mary Lou Ponsell Assistant Editor Florence Snyder Administration •Production Ripoii liom Agencies 61 R< l)oii Ironi Canada 66 Repori on Fm 62 Rc'ijoii lioiii Xelw'orks 65 Rc|)()ri Irom RAIi 59 Rejiort from Re piesentativ es 60 Silver Mike 15 Soundings 7 Sialion I.og 54 I iine liuvs 5 Washiniiion 12 Seymour Weber Office Manager Jo GancI Secretary to Publisher West Coast Whaley-SImpson Co. 700 Montgomery Building San Francisco II, SUtter 1-4583 % Edith K. Whaley 216 S. Vermont Los Angeles 4, DUnkirk 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, Now York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHitehall 3-3686. Printing Office— 3110 Elm Avenue, Baltimore II, 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. U. S. RADIO Novend)er 1960