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FM HIGHLIGHTS
STEREO: WAITING AM) WATCHING
An analysis ol the status ol stereo three months after the FCC approved the use of multiplexing shows a trend among broadcasters to look before they leap. Several stations have already converted to multi plexing, and according to a survey conducted by the National Association of Broadcasters, c lose to 80 stations hope to broadcast stereo by the end of this year. But a host of other V stations, who are interested in multiW plexing and hope eventually to inW-*tall the necessary equipment, are I flaying cautious lor a number of llsasons. The major roadblocks are: ■l-i) the lack of fm receivers on the market, 2) the slow response of advertisers to stereo, and 3) the stringent FCC regulations governing the use of multiplexing.
In a speech before a convention of radio retail dealers in Chicago, John F. Meagher, vice president for radio of the NAB, placed the burden of stimulating sales of fm receivers on the manufacturers and distributors. Meagher called for an extensive pronotion by the makers and sellers of fm equipment to create a demand among the public for stereo receivers.
"Fm licensees are going to be very reluctant to embark upon stereo broadcasting without lull assurance of full cooperation from distributors and dealers in fm stereo receivers," he said. Meagher contended that the success of fm multiplexing "depends, in a large measure, upon how aggressively and cooperatively manufacurers, distributors and dealers are willing to work with fm broadcasters."
Reactions from manufacturers indicate that some are responding to the call. Granco Products Inc. of Kew Gardens, N. Y., a major maker of fm radios, was the first company to market new stereo fm sets, according to Henry Fogel, the firm's president. Fogel explained that the company anticipated the FCC action and
SOLVING A COMMON PROBLEM
Scraping up money to indulge in promotional advertising is a problem long familiar to fm stations. One solution is to combine forces, and this is exactly what the nine stations in the Seattle FM Broadcasting Assn. did to promote the sound of fm. They joined hands with the Seattle Times to produce a special 12-page supplement devoted to fm. The stations provided ideas, articles and chipped in for a portion of the advertising. The newspaper garnered the bulk of the ad copy, mostly from manufacturers and dealers in radios and records who pushed nationally advertised equipment.
U. S. FM
August 1961