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OFFICERS: Norman R. Glenn, editor/publisher; Bernard Piatt, executive vice president; Arnold Alpert, vice president /assistant publisher; Elaine Couper Glenn, secretary/ treasurer.
EDITORIAL BOARD: Norman R. Glenn, Arnold Alpert, John McMillin, Jane Pinkerton.
EDITORIAL: Jane Pinkerton, managing editor; Mary Lou Ponsell, senior editor; Barry Mallin. assistant editor; W. F. Miksch, contributing editor; Maury Kurtz, art editor.
ADVERTISING: Sal Massimino, business manager; Shirley Allison, administration production; (Loj Angeles) Edith K. Whaley, 216 S. Vermont, DUnkirk 7-6160; (San Francisco 11) VVhaley Simpson Co., 700 Montgomery Bldg., SUtter 1-4583.
U.S. RADIO
AUGUST 1961 / VOL 5, NO. /
ARTICLES
13 FOODS: RADIO'S $76 BILLION QUESTION / food and radio pros outline ways in which radio can increase its share of the food advertising dollar
17 EDITORIALIZING ON THE AIR / part one in a two-part series on
broadcasting in the public interest shows station profiles, patterns
22 WHAT J0E CULLIGAN THINKS OF RADIO TODAY / the former head of NBC Radio, now with Interpublic, reminisces on radio and predicts its future
25 RADIO'S DESTINY: CREATIVE CONSIDERATION / Clifford Barborka,
president of the new Better Broadcast Bureau, asks for creative upbeat
28 F0UR RADIĀ° PRONGS NEED SHARPENING / Blair Vedder Jr., v.p., media
director, Needham, Louis ir Brorby, outlines radio's "wrongs" to broadcasters
30 CAN A SPONSOR BE SILENT AND SELL? / the answer is "yes", says Keyes Fibre, which promotes community image on radio without commercials
DEPARTMENTS
Commercial Clinic 33, Letters 10, Names and Faces 46, Radio Focus/Ideas 36, Radio Focus/People 40, Radio's Reach 8, Silver Mike 12, Soundings 6, Time Buys 9
BPA
MEMBER OF BUSINESS PUBLICATIONS AUDIT OF CIRCULATIONS INC.
U. S. Radio is published monthly by Air Media Inc., at 3 I 1 0 Elm Ave., Baltimore II, Md. Editorial and business offices at 40 East 49th street, New York 17, N. Y., telephone MUrray Hill 8-0475. Copyriqht I96I by Air Media Inc. Accepted as controlled circulation at Baltimore, Md.
S. RADIO/August 1961