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GO REGIONAL!
COVER ALL KILO -LAND!
There's no stopping a radio spot when you place it on KELO Sioux Falls.' 13,600-watt franklinized power hurls your message throughout all KELO-LAND. And KELO program power (built on sensible music picks, full NBC news, colorful weather reporting, on-the-spot sportscasts) drives your message home convincingly! N BC
KELO
13,600 WATTS RADIATED POWER
Sioux Falls, S. D. and all Kelo-land
JOE FLOYD, President Jim Molohon, Mgr.; Evans Nord, Gen. Mgr.
Represented nationally by H-R
In Minneapolis by Wayne Evans & Associates
MIDCO
Midcontinent Broadcasting Group
KELO-LAND/tv and radio Sioux Falls, S. D.; WLOL/am, fm Minneopolis-St. Paul; WKOW/am and tv Madison, Wis.; KSO radio Des Moines
for buyers and sellers of radio advertising
-RADIO
MARCH 1961
VOL. 5 NO. 3
. IN THIS ISSUE . .
Program Services in Evolution
Study of Burgeoning Field Reveals Dynamic New Aids for Local Stations
Program Services Index
Up-to-Date Listing of Program Services Packageis Compiled from u.s. radio Survey
Milnot Spreads the Word
D'Akv leads Milk Compound Producer In Radio Push with 'Soft' Commercials
How Good Is Your Radio Vocabulary?
Glossary of Radio Advertising Terms Compiled lor r.s. radio by Ohio lit oadc astci
Trends in Radio Programming
Three Piomincnt Bioadc asters Discuss Programming's Path in the '60s
Question and Answer
Ratcliff of N. W. Ayer Outlines Relation of Agency to Program Packagers
. . . DEPARTMENTS . . .
17 20 25 29 34 38
Airwaves
3
Report from Agencies
50
BP A Memo
46
Report from Canada
53
Commercial Clinic
44
Report from Networks
52
Editorial
56
Report from RAB
48
Focus on Radio
40
Report from Representatives
49
Hometown U.S.A.
42
Silver Mike
14
Letters to Editor
15
Soundings
6
Names and Faces
55
Station Log
45
Radio Registers
47
Time Buys
7
Radio Research
54
Washington
10
Norman R. Glenn Editor and Publisher Bernard Piatt Executive Vice President Elaine Couper Glenn Secretary-Treasurer
Arnold Alpert Jonah Gitlitz
Vice President and Assistant Publisher
Editorial Director
Mary Lou Ponsell Senior Editor
William Wendt Assistant Editor
Rollie Devendorf Art Director
Shirley Sax Administration-Production Seymour Weber Office Manager
Arnold Farber Business Manager
Jo Ganci Secretary to Mr. Alpert
W est Coast
Whaley-Simpson Co.
700 Montgomery Building
San Francisco II, Slitter 1-4583
% Edith K. Whaley 216 S. Vermont
Los Angeles 4, DUnlcirlc 7-6169 & 6160
Member of Business Publications Audit of Circulations Inc.
BPA
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHitehall 3-3686. Printing Office — 3110 Elm Avenue, Baltimore I I, 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 1961 by Arnold Alpert Publictions, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
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U. S. RADIO • March 1061