U. S. Radio (Jan-Dec 1961)

Fm: Today's Radio Harold I. Tanner, president and general manager of WLDM Detroit, which he founded in 1949, surveys fm's future. He explains what has held f m back and why he believes f m is firmly established While am is still the preferred choice of most advertisers, the day of re-appraisal of these buying methods has already arrived. Only a few short years ago fm was known to the world as the realization of an inventor's dream. Later it was referred to as the "sleeping giant." Still later the "frustrated medium." We believe it is now known as "today's radio" because fm is the story of the better mouse trap. To exam'ne the history of fm we find that it was first discovered by Major Edwin Armstrong in 1938. The man who had given us virtually every modern development that has come to radio. During World War I, he discovered the hetrodyne circuit which he later improved with the superhetrodyne circuit that is still the basis for all radio reception. In 1940, when fm first flashed across the horizon, it was hailed as the system that within a very few years, because of its technical superiority, would cause the rapid demise of all am stations. At that time some industry leaders predicted as little as two years, others as long as five. But from the first fm was plagued with difficulties. World War II caused the complete curtailment of all civilian production. In the post-war period, a severe blow was dealt fm when the Federal Communications Commission decided to move fm from the 42-to-50 megacycle to the 88-to-108 megacycle band. Thus at a single stroke making all existing fm receivers obsolete. In 1948, it ran head on into another electronic miracle — television. From a post-war high of 732 stations in 1950, the number declined to 530 in 1957. But today the total figures including commercial, educational, construction permits and applications pending totals 1,180. (Commercial stations on air as of December 1960 number 821.) In 1960, station grants established a new 10-year high and fall-offs a new 10-year low. Sales of fm home receivers have continually climbed. Sales in 1959 were 55 percent over 1958. 1960 will double 1959 or about 2,140,000. Estimates for 1961 are well over the three million mark. In regard to automobile radios, too, sales of fm-only receivers are soaring. In the larger metropolitan areas today, comprehensive surveys indicate that fm has more than passed the half-way mark in attracting the listeners in each city. Fm penetration in New York is 57 percent, Boston 52 percent, Los Angeles 49 percent, San Francisco 48 percent, Detroit 51 percent, Washington 42 percent and so on across the nation. It is interesting to note how so many of the more astute and successful businesses and their advertising agencies sometime ago recognized fm and have given the support of their advertising dollars and have become staunch friends of this strong new medium. We find among them such household names as General Motors Corp., Chrysler Corp., General Electric, Hamilton Watch Co., Time and Harper's magazines, Lowenbrau and Tuborg imported beers, Northwest Orient, BOAC, KLM and Japan Airlines, Zenith Radio Corp., Sheraton Hotels, Sinclair Oil, Columbia and RCA Victor records and many more whose names are as outstanding in their respective fields. But what of the future? We believe there will be as many different types of radio stations as there are restaurants, each with a definite bill of fare that Avill appeal to all tastes, to all levels of society. However, we feel confident that the group of fm pioneers who have led the way will maintain their high standards that have enabled them to acquire their large audiences. These are the stations that are being and will be emulated by others because of their success. This means better radio — better listening — better service to the public we all serve. This trend is firmly established. Fm has truly become Today's Radio. • • • U. S. FM • February 1961 5