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SOUNDINGS
' / news & interpretation
PROFESSIONAL PERFORMANCE is inherent in the airing of programs in the public interest, the subject featured in this issue of U. S. RADIO. NAB President LeRoy Collins' advice for those seeking professionalism: "A deserved professional posture," he says "involves three ingredients common to all fields of human endeavor." They are (1) competence, which "depends upon research and training;" (2) "maintenance of high standards of ethics and quality of product;" (3) "a high sense of public service responsibility. It is the attitude of having goals which go beyond those of self-benefit which perhaps more than anything else distinguishes the professional man from the tradesman."
NEW QUALITY AM-FM REP firm was formed in New York earlier this month as James F. Brown, vice president and general manager of Fine Arts Broadcasting Co. (KFML Am and Fm Denver) incorporated Fine Arts Radio Representatives Ltd., of which he is the v. p. New company will have New York headquarters, maintaining branch offices in Chicago, San Francisco, Los Angeles and Detroit. Its objective: to represent the leading classical music or fine arts radio station in each of the top 25 to 50 markets, whether the station is am or fm. First station in the new rep's lineup is the am-fm combination operated by Mr. Brown. The move, he explains, is in response to national advertiser and agency demand for "fine arts radio stations which are programing classical and symphonic music, opera and fine arts shows in general, with the last encompassing discussions and editorial features on art subjects."
RADIO CONTINUES to have interesting victories over tv, directly or indirectly. WOWO Ft. Wayne, Ind., spent its entire consumer newspaper ad money for the year in a one-day splurge (August 16) in the "New York Times," telling admen with a full page of copy and in 10-second spot announcements on three local radio stations (WNEW, WCBS, WMCA) that WOWO radio out-pulls tv— and all other media— at far lower costs. One quote: "WOWO outreaches the best Ft. Wayne tv by 170.000 families."
NEW AUDIENCE MEASUREMENT by five stations represented by the Henry I. Christal Co., which pooled money and methods to work with Alfred Politz Media Studies, is a cumulative project aimed at giving "greater substance and definition" than before. Some differences: measurement of total coverage area, not merely city or metro area; individuals aged 15 and over, reporting for themselves only, rather than households; measurement of listening where it occurs (porch, beach, car, etc.); enlarged sample, based for each of the five markets surveyed on 1,000 interviews; cumulative listening patterns, with the 24-hour broadcast day divided into nine time periods "for maximum reliability and usefulness;" a "coupling of techniques" with the qualitative coming from personal interviews and the quantitative from individual listening diaries. The five stations: WGY Schenectady, WBEN Buffalo, WJR Detroit, WTIC Hartford, WTMJ Milwaukee.
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U. S. RADIO/September 1961