U. S. Radio (Jan-Dec 1961)

In Rochester, N.Y.J People Are Switching FROM "r/«£0" RadioJ WVET 1280 KC • FOR MUSIC THEY LOVE • NEWS NAMES THEY KNOW • COMPLETE NEWS COVERAGE BASIC NBC AFFILIATE WVET RADIO, Rochester 4, N.Y . Nat'l Rep.: Robert E. Eastman & Co., Inc : RADIO KBIG minutes "click" for advertisers. New P^^^ persuasive personalities ^fl^^ like Joe Niagara, » m Jim O'Leary, and Bob _ Gage pack more sales power into every ^^^j commercial. ^^^^ Quote: Alpine Cooler campaign on KBIG an unqualified success .. . ""*»«^ 20% sales increase .. . ^^^^ no other ^^^B advertising used. Quote: Response to Arrowhead-Puritas Water campaign on KBIG ^ ^ immediate and unmistakable . . . proves ^^^^ So. Calif, listens alertly to KBIG. Use KBIG, Radio Catalina ... the economical sales force for all Southern California . . . 740 kc/10,000 watts. JOHN POOLE BROADCASTING CO., INC. 6540 Sunset Blvd., Los Angeles 28, Calif. Hollywood 3-3205 National Representative: Weed Radio Corp.. report from RAB Most New Yorkers Heard Collision News on Radio First A recent stud) commissioned by Radio Advertising Bureau reveals again the breathtaking speed with which modern communications media inform the public. On December 16th, w hen I WO ail liners collided over New York in what was the greatest aii disaster in history, more than eight out ol in households in the New York area were aware of l lie tragic news event within four hours of the tragedy. Immediate Survey Within hours after the planes collided over Staten Island, RAB commissioned R. H. Bruskin Associates to start a same-day survey to measure accurately the time it takes people to learn of a major news event. The survey also sought to determine h\ what means households firsl learned ol the crash, and by what media they followed the tragic news as il happened. The survey, made through random phone calls placed on the afternoon ol the fateful crash, covered 596 households in the New York metropolitan area. It revealed dramatically the tremendous number of homes that are reached in less than a single day by radio. The survey showed: More than half of all households (55.9%) either first heard about the dash on radio, or turned to ladio that day for additional news. Among the more than eighi out ol 10 families who were aware ol the disaster that day, 56.2% knew about it first through radio. Ol the remaining households who knew about the dash: 31.2",, fv>t the flash first from television; 1.2"',, got the tragic news word-of-mouth; anc only 2.4% read the front-page stofl In si in then newspapers. In addition, the survey document1 not only the speed and flexibility ol radio, but also its position as a newi medium people tuin to with trust 1 1 revealed that 27.5% of those wh.6 Insi heard of the disaster by othei means (television, word-of-mouth newspapers) turned their radio set; on for a more graphic and compre hensive account of the raging lire and mounting death toll the col lision left in its wake. Already Listening States RAB: "It is significant thai a large number of households were already listening to radio on whal started as a typical Friday morning' It is obvious from these facts that— : because of this tremendous audience] — radio can alert a high percentage! of the local population in a rej markably short time." • • • RAB ANNOUNCES MAJOR CASH AWARDS— FOR COMMERCIAL CREATORS For what RAB believes is the first time in history, creators of radio commercials can win major awards in 1961. Incentive awards of $1,000, $500 and $250— according to RAB the biggest such jackpot currently offered specifically for excellence in creative advertising — will be given by RAB to the man most responsible for the best new commercial produced primarily for radio in 1961. RAB president Kevin B. Sweeney, in announcing the awards, said that the ground rules of the contest — covering eligibility, time limit — will be circulated among the nation's advertisers and agencies within the next few months. 56 U. S. RADIO • February 196: