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hometown USA
• Commercial Clinic
• Station Log
• BPA Memo (Local Promotion)
• Radio Registers
Establishing
Station Identification
Study probes factors involved in creating and sustaining
local station individuality
Do listeners really distinguish between the sounds of various stations? What do listeners expect from radio in return for their attention? What do listeners recall vividly about commercials?
These and similar questions that relate to the area of qualitative research have resulted in a study made by Creative Research Associates of Chicago. CRA feels that though its findings are not meant to be applied to any market as a standard of image strengthening, they may offer some solution to the problem of bettering the stations rapport with its audience.
Irving White, co-director of CRA, has placed a great deal of emphasis upon radio's potential as, in his terms, a relationship device. "The way in which radio can affect the listener's behavior," says Mr. White, "is, in the final analysis, a far more penetrating consideration than whether its sound has managed to fall on a listener's ear."
The survey was conducted in the homes of 100 Chicagoans comprising a stratified random sample. Basically, this involved 30 men and 30 women in the upper-lower and lower-middle social brackets (ranging from skilled workmen and fore
U. S. RADIO
February 1961
men to minor white collar, small retailers, etc.) and 20 men and 20 women in the middle and uppermiddle brackets (professionals, business executives and managers, etc.) The age range was from 18 to 55.
In the Chicago area there are 13 am and 17 fm stations, Mr. White notes. In order to have listeners distinguish one station from another, he explains, stations will have to establish individual patterns of sound, innovate original programming and strive to get away from the "typical" announcer and disc jockey personality. A station must convey its character to the public. "It must,"
(Cont'd on p. 59)
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