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soundings
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U. S. Radio To Have New Format
The next issue of v. s. radio will present a streamlined format that ! will expand its role as the radio industry's leadership magazine. The revised appearance will make its debut in the April-May issue. New | styling and certain changes in editorial content are aimed at furthering 1 | u. s. radio's service to advertiser and broadcast management. The maga § I zine since the beginning of March has been a part of the sponsor publi1 cation family. (See Editorial, p. 56.)
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Program Services Growth Centers The field of program services— offering a range of material trom radio Around Varied New Offerings program syndication to commercial jingles — is undergoing a strong re
vival (see lead story, p. 17). Most of the services being offered are built around the idea of furthering a station's desire for individual identity.
Canada Sets Plans For Own A Canadian radio sales promotion association, somewhat similar in scope
Radio Sales Promotion Unit to the Radio Advertising Bureau, is expected to be launched in time for
a major fall campaign (see Report from Canada, p. 53) . Tentative title of the group is Radio Sales Bureau. It is being formed by a committee of the Canada Association of Broadcasters.
RAB Shows Radio's the Place Advertisers who are just beginning to shape summer plans will find a new
To Reach Baseball Fans Radio Advertising Bureau study of baseball listening particularly helpful.
"What's the Score in Baseball?" — in which R. H. Bruskin interviewed more than 1,000 male baseball buffs in two major cities — reveals that almost six out of 10 male fans use radio as their main source of baseball news. This turns out to be twice the number of people who rely upon any other medium.
'Big Sound' and Ad Council Set Up Public service material prepared by the Advertising Council will be dis
Distribution-Production Deal tributed regularly to the 300 radio stations subscribing to the "Big
Sound" syndication service. Frederic Wile, managing director of the council's Pacific Coast operations, and Peter Frank, who heads the radio set-up, point out there will be no charge to either the station or the council for the new service. As part of the agreement, the top recording film and tv stars who record for the "Big Sound" will be asked to make public service announcements based on specific Advertising Council campaigns.
Editorials Have Pulling Power, Stations that have spiced their programming content with editorial stands
Station Executive Reveals are finding that results can be seen in increased listener awareness. As an
example, Ben Strouse, president of WWDC Washington, revealed before the Timebuying &: Selling Seminar of the Radio & Television Executives Society, that he has found results can be measured in many ways — listener reaction to 41 separate editorials on alcoholism or the launching of congressional investigation into the tv repair racket in response to a 1958 editorial campaign.
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U. S. RADIO • March 1961