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It's a tight squeeze but profits are growing
NAFMB industry survey shows more fm stations with black ink, with storecasting responsible for some gains as industry looks forward to stereo
Where does the fm broadcaster stand today?
In a year when the major cry among advertisers and agencies has been for more fm audience and market research the National Assn. of Fm broadcasters lias taken a step toward unveiling at least one unknown: it has held a mirror to the
broadcasters themselves.
The reflection, as seen through a study prepared by the John B. Knight Co., Los Angeles, shows that fm— from a profit and loss point of \iew— is gaining strength rapidly.
Conducted this spring among members of NAFMB as well as nonmembers, the report shows that the
New officers of NAFMB elected at second annual convention: (kneeling, I to r) Fred Rabell, pres.; T. Mitchell Hastings Jr., v. p.; William Tomberlin, treas.; Lynn Christian, sec'y; (directors, standing, I to r) Raymond Hard, John Reynolds, Will C. Baird, Robert Hinners, S. K. Evans, William Drenthe, David Green, Arthur Crawford and Jack Kennedy.
Fred Rabell (r) NAFMB pres., receives group's F-Emmy from William Tomberlin, NAFMB treas., in recognition of outstanding fm work.
majority ol fm stations are making strides in picking up revenue. The report further supports the long held opinion that an overwhelming portion of fm business is local.
Following are some of the major i esults ol the sui \ c\ :
Most stations are moving into the black far more quickly than generally believed, even among the more optimistic. However, the stations that are in the best financial shape still seem to be those which rent their sub-carrier channel for background music or storecast purposes.
Of fm stations that do participate in storecasting, 44.9% report they are making money, and 77.9% claim that their profits have risen in the past year.
Bui of stations who receive revenue from fm air time sales alone, only 27.3% could say them are in the profit column. However, 96.2% of these report that their margin of profit has increased over the previous year.
Facts of the industry survey scoff at the popular opinion that the majority of broadcasters have a long pull before they can realize a return. Just under three-fourths, or 69.7%; report that they were out of the red in a year or less after going on the air. And 27.3% report that they lost less than $10,000 before becoming profit-makers.
Fm broadcasters' efforts to promote and sell the medium are reflected well in data tabulated on station sales forces.
Fully 78.6% of stations reply that they employ from one to five fulltime fm salesmen. As for part-time
U. S. FM
June 1961