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MUTUAL PRES. BOB HURLEIGH, in a fact-filled press confab in New York, pointed to some marked audience trends for his radio network this year. January through May total audiences for all four radio networks, he said, remained constant but this same audience has been "redistributed." The shake-up has been to Mutual's gain, he noted, reporting a 23% rise in over-all per-broadcast average audiences. The five-month comparison, MBS reports, puts the network in "third place in attracting audiences" and in the single month of May MBS "came within 5,000 listeners of moving into second place."
ABC RADIO, with another network view and an encouraging sales position, said $2 million in third-quarter billings "point to the most successful year in the recent history of the network" and indicate a sales gain of "at least 33%" for the July 1 through September billing period. So says Jim Duffy, national sales manager, who adds "We have reason to believe the upward trend will continue throughout the fall and winter season." Among the gains: sales of Don McNeill's "Breakfast Club" are up 24% from the same period last year; news and sports programs, up 15%.
ONE-STOP RADIO is the new concept of Gerold 0. Kays, board chairman of Friendly Frost Inc., licensee of New York's new WTFM fm facility which begins operations next month in a glass-enclosed studio building on Long Island. The "welcome visitors" sign will be out, with residents invited to see the 20-story transmitting tower, recording studios and a sound salon which will feature custom high fidelity and music systems, fine furniture, paintings, sculpture and other art objects. Announcer staff and music selections will tie in with this sophisticated continental theme, with international selections of music now being scouted by a station team in Europe.
STEREO FM continues to make headlines — in the trade as well as the consumer press. Among news of the month were key reports quoting John F. Meagher, NAB v. p. for radio, and FCC Chairman Newton Minow. Said Minow: "Fm stereo offers a new kind of listening pleasure." His comments were circulated in the Electronic Industries Assn. booklet released at a stereo symposium sponsored in conjunction with the Music Show in Chicago. Meagher, discussing the "potential bonanza" of stereo fm sales at the same Chicago meeting, said "Fm licensees are going to be very reluctant to embark upon stereo without full assurance of full cooperation from distributors and dealers." Cooperation among manufacturers, distributors and broadcasters is essential, he said, in assuring the full development of the medium.
NEXT MONTH:
Part 2 of u. s. radio's special report on broadcasting in the public interest will appear, with emphasis on the news and public affairs aspects based on analyses of industry reports and of questionnaires sent to radio stations. There'll also be a rundown on seasonal campaigns which move into radio during the fall and a detailed report from Nationwide Insurance Co., which currently is launching an intensive network and spot radio campaign. Complementing the report on service to the public will be a rundown on new service for broadcasters: Broadcast Clearing House, offering automated buying and billing.
U. S. RADIO/August 1961
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