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SOUNDINGS
/ news & interpretation
New and more pointed hooks have appeared in the Radio Code of the National Assn. of Broadcasters with the recent recommendation by the code board (subject to approval by the full board at a meeting in Washington later this month). Sections which heretofore warned against maltreatment of listeners' "sensitivities" were augmented with specific notice that:
"Advertising of certain intimate personal products which might offend or embarrass the listening audience is unacceptable. Among these are products for the treatment of hemorrhoids and for use in feminine hygiene."
This is the first time a direct veto has been suggested against specific product types, bringing to mind a recent (successful) radio test for a unique but highly unorthodox copy technique in behalf of a feminine hygiene item, Tassette through Weiss & Geller, N.Y.
Single-rate issue continues apace, with gaining number of stations converting their rate cards so that national and local advertisers respond to sales lures of the same announcement and program costs. Among the newest in the one-rate lineup: WHAT Philadelphia and KRAK Sacramento. Former station, specialist in Negro-appeal radio, is headed by President William A. Banks. His theory: "The single rate is fair to all advertisers, is the inevitable solution to many rate problems broadcasters and advertisers have faced." Manning Slater, president and general manager of KRAK, thinks the one-rate "is the only logical answer to the ever-present problem of 'who gets what rate when'."
New Negro market information from the Keystone Broadcasting System, which analyzed Negro-appeal programing for its 361 radio station affiliates in 23 states, finds that the average station programs 43 quarter-hours weekly to this specialized audience. The breakdown as to total hours (not quarters) of Negro-appeal programing for the KBS Negro network: 20 hours or less per week, 318 stations; 21 to 40 hours, 36 stations; 41 and 100 hours, 6 stations; over 100 hours, 1 station. (Highest amount of air time is for an Alabama affiliate, with 118 hours weekly of Negro-appeal programing.)
Progressive legislation was passed 1 June in California after strenuous efforts for 20 years by many groups, including the state's Associated Press Radio and Tv Assn. and its chairman, Don Mozley, news director of KCBS San Francisco, as well as the California Broadcasters Assn. The issue: whether air newsmen would have the same privilege of their print brethren in not disclosing confidential news sources. The victory: the state Senate judiciary committee voted approval before sanction by the governor and the state legislature.
What makes selling ammunition? A lot more than mimeographed station logs sent to reps or a re-hash of a program schedule multilithed for agency buyers and media supervisors. So said an agency media man commenting on the type of station information he wants to see and citing a recent two-color folder issued by WQXR New York. What do buyers want in a station folder? "Market, market and MORE market information," he said. Among this station's facts: county-by-county primary and secondary areas with radio homes in each, audience composition analysis as to family income, education, occupation; net unduplicated homes reached daily and weekly.
U. S. RADIO/June 1961
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