U. S. Radio (Jan-Dec 1961)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1961
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1961)
Leaf #:
000491
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
August 01, 2024
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Hobbyist Humorist Advertising man Fair (r) auditions tapes xt'itli Producer Keith Taylor (I) and Writer Colin MacLachlan of relationship the broadcaster had with an audience — and which disappeared when tv came in." Although this relationship, he thinks, can never be repeated, he suggests many things which radio men can do to recapture some of this rapport. And with listener rapport will come advertiser dollars. Among his recommendations: » Make the station useful. "Make a station so useful it is indispensable in the community. Hit hard on local news, reports of local activities, place social, political and civic affairs issues before the audience. These aren't necessarily audience killers if they're properly handled. A station should have roots in its own community. • Sell people, not numbers. "A salesman has to use numbers, but sharp agency and client people Continued on page 53 Pianist U. S. RADIO/July 1961