U. S. Radio (Jan-Dec 1961)

than 13 percent in the first 20 weeks. No other medium was used. Monks originall) d ied Em at the suggestion bf Professor Roger Washburn of Harvard University's Graduate School of Business Administration, alter experiencing disappointing results from mass media advertising. Livingstone Advertising, Inc. agency for the premium-priced bread developed a series of 10 different pieces of copy read by male and female announcers over the same Bach organ prelude. This was designed to insure variety and still establish product identification with the musical background. Increased sales and listener response encouraged the agency to expand into other fm markets. In addition to renewing schedules on WPFM-FM, the agency has placed schedules with WXHR-FM and WCRB-FM Boston, WTAF-FM Worcester and WCCC-FM Hartford. CHEAPER BY FM Several significant facts relating to the economy of advertising on fm were reported in a Pulse survey of the WLDM-FM listening area in Detroit, which the National Assoc. of Broadcasters recently released. The study showed that it costs an advertiser 20 cents per 1,000 listeners for one-time one-minute announcement on WLDM-FM during an average quarter-hour. Extending this figure on the basis of the station's monthly cumulative audience, the cost per 1,000 listeners comes to less than seven cents. The station compared this amount to the cost of conducting a direct mail advertising campaign. According to the station, the price of postage used to reach the same number of homes that is touched by WLDMFM in an average quarter hour is more than five times the cost of advertising on the air. Adding 15 cents for printing and addressing, the cost of a direct mail campaign balloons to more than 19 times the fee for a one-minute commercial over WLDMFM. The one-time rate for a minute announcement on WLDM-FM is $25, as compared to an estimated $480 for the direct mailing. The station contends that the Pulse study bears out previous surveys which indicated a 50 percent fm penetration in the Detroit area. ■ FM STATION KEY The statistical and factual data contained in this -ummat\ are taken from reports submitted to us by fm stations. They are believed by us to be accurate and reliable. \n\ <pjeslions for further information should be directed to the individual station. This issue of i . s. f \i includes returns from V)r> fm stations. The FM station hey will be augmented each month as new or additional information is reported by fm operations. See box below for abbreviations. Stations not listed are asked to send in the same information which appears below. Abbreviations Rep. — representative; ERP — effective radiated power; pen. — penetration; prog. — programing; where there is an am affiliate, Sep. — refers to the fm being separately programed and dup. refers to the fm station duplicating the am programing; el — classical; con — concert; op — opero; s-c/ — semi-classical; pop — popular; st — standards; shw — show; flk — folk; jz — jazz; nws — news; wthr — weather; dr— drama; intvw — interview; cmtry — commentary; re/ — religious; sprts — sports; educ — educational programing; disn — discussion. ALABAMA Albertville VVAVU-FM (Am: WAVU) Counties: 15; ERP: 4,700 w Prog. (Dup.): Pop, nws, wthr, sprts Birmingham WAPI-FM (Am: WAPI) National Rep.: Henry I. Christal Counties: 47; ERP: 72,000 w Prog. (Dup.) WCRT-FM (Am: WCRT) National Rep.: Weed Counties: 42; ERP: 48,800 w Prog. (Sep.): CI, s-cl, st, shw WJLN (Am: WJLD) National Rep.: Forjoe Counties: 28; ERP: 23.000 w Prog. (Dup.) WSFM National Rep.: Walker-Rawalt ERP: 20,000 w Decatur WHOS-FM (Am: WHOS) Counties: 6; ERP: 2.35 lew Prog. (Sep.): St, pop, shw, el, sprts Montgomery WAJM-FM National Rep.: Heritage Representatives Prog.: Con, op, shw, flk, jz WFMI Counties: 14; ERP: 10,000 w Prog.: Con, op, s-cl, st, show Sylacauga WMLS-FM (Am: WMLS) Counties: 4; ERP: 693 w Prog. (Sep.): St, shw, pop, wthr, cl ALASKA Anchorage KTVA-FM (Tv: KTVA) ERP: 750 w Prog.: CI, con, op, s-cl, shw ARIZONA Tucson KFMM National Rep.: Good Music Broadcasters Counties: 3; ERP: 7,200 w Prog.: CI, con, s-cl, st, dr ARKANSAS Jonesboro KBTM-FM (Am: KBTM) National Rep.: Burns-Smith ERP: 8,000 w Prog. (Dup.): St, sprts, nws, wthr, con Little Rock KMMK Counties: 52; ERP: 31,000 w Prog.: Music Osceola KOSE-FM (Am: KOSE) Counties: 12; ERP: 2,200 w Prog. (Sep.): CI, s-cl, st, pop, sprts Pine Bluff KOTN-FM (Am: KOTN) Counties: 19; ERP: 3,200 w Prog. (Dup.): S-cl, st, shw, con, por CALIFORNIA Alameda KJAZ National Rep.: Albert Chance Counties: 6; ERP: 1,000 w Prog.: Jz Beverly Hills KCBH National Rep.: Walker-Rawalt Counties: 8; ERP: 75,000 w Market Pen.: 48.9% (Pulse) Prog.: CI, con, s-cl, op, shw El Cojon KUFM Counties: I; ERP: 3.5 lew Prog.: CI. con. op, s-cl, nws U. S. FM August 1961 II