U. S. Radio (Jan-Dec 1961)

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• s. FM AUGUST 1961 Fm home 14 MILLION New fm home count gained from student's thesis marks a research milestone P HE findings of a student, probing fm for facts to fill a master's thesis, have suddenly added some solid flesh to the medium's profile. Although unofficial, a new educated projection of the number of fm homes in the United States is estimated at 14 million according to a thesis prepared by Don Mohr for New York University. At the recent National Assn. of Broadcasters convention in Washington, D. C, he states in the study, "a leading advertising agency [Ed. Note: Young & Rubicam, Inc., New York] released a study on the fm radio audience, in which it was reported that approximately 28 percent of all radio homes have an fm receiver. By applying this figure against the number of U. S. radio homes, currently estimated at 49,500,000* pend •Source: Radio Advertising Bureau, 1960 Radio Facts Pocketpiece. ing a more current estimate, fm homes may be estimated at approximately 14 million." Mohr has made the same projections for approximately 30 markets, based on The Pulse Inc. fm market penetration reports (see chart, page 4). In studying these markets in relation to total U. S. fm homes, Mohr has observed that the six largest fm markets — New York, Los Angeles. Chicago, Boston, Philadelphia, and San Francisco-Oakland — account for a combined total of 5,636,222 fm homes. "Thus," he concludes, "40.3 percent of all U. S. fm homes are located within these six major metropolitan areas. This fact would seem to be quite significant to an advertiser interested in fm radio as an advertising medium." Because these six major markets seemed to loom as the most impor Don Mohr, a graduate student in the school of business administration, New York University , has recently submitted for an M.B.A. degree a thesis entitled "The Potential of Fm Radio as an Advertising Medium." Portions of this work are described in this article. Mohr has been on the staff of a national advertising agency for the past three years, hi order to identify his study as one done for perso>ial reasons, Mohr asked that u. s. fm withhold the agency's name. u. s. FM August 1961