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Fore Most
Y&R's fm audience study The Young & Rubicam survey ol " I he Fm Audience, ' showcased al the
is pace-setting the field National Assn. ol Broadcasters convention, continues to create .1 siir
among Em stations as well as advertising agenc ies and client companies, all ol whom continue to seek desperately for illuminating, lucid analyses as to I m's capabilities and potentials. Dr. Frank Mayans, v.p. and associate director of research for the agency, said it was al media's request the costly and comprehensive study was released publicly, an all-too-rare move for industry researchers. Y&R's goal: to provide information on which fm values could be assessed more accurately, with results "foi the media man's use to correlate with his background and experience."
Two midwest groups survey There's growing interest in banning together fm stations in the top ma
possible fm rep formation jor markets under a station representative umbrella, with two such
schemes burgeoning now in the midwest. Leadership in both pioposed companies would (1) confine representation to stations in the top 20 Ol 25 markets, by population size and therefore by fm density, and (2) accept only one station per market on the basis of its programing (as matched to others in the line-up) . Both are being thought of as answers to buying bottlenecks, when agencies and sponsors evince most interest in the largest markets.
First stereo fm stations: Difference in time focuses rival claims of two fm stations that they were
CE's WCFM, Zenith's WEFM the first in the country to go on the air with stereo under the new FCC
standards. WGFM, Schenectady, N. Y., the General Electric station, took to the air June 1 between midnight and 1 a.m. eastern time. At the same time in the midwest, the Zenith station, WEFM, Chicago, started stereo operations. WGFM stereo is aired 20 hours weekly in the afternoon and evening hours.
Harold Neal foresees fm's FCC's approval of stereo-fm broadcasting spurs a new facet of the medi
"complete maturity" in '61 urn, in the view of Harold L. Neal Jr., v.p. and general manager of
WABC-FM, New York. He sees this as forecasting "the complete maturity of the medium this year." Among his station's recent account acquisitions: Hamilton Watch Co., Ford Motor Co., Beekman Towers (New York hotel) , H. H. Scott Co., Pique Products.
Scott makes a wider-band H. H. Scott (see above) , Maynard, Mass. manufacturer, is pushing hard
tuner for stereo reception on the sale of a new wide-band fm multiplex stereo tuner which dealers
throughout the country are now receiving. It retails for $199.95 and includes circuitry keyed to a wide band which, Scott reports, with a wider width needed more for "optimum stereophonic reception" than for monophonic tuners.
U. S. FM • June 1961
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