U.S. Radio (1961)

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THERE'S NEW EXCITEMENT in the area of Negro-appeal radio. Spot news involves the John E. Pearson Co.'s retaining Key Broadcast Management to organize the representative's growing list of Negro stations into a separate department. Consultant company is operated by Ralph Weil and Arnold Hartley, long experisnced in this specialized area of radio. NEW NEGRO MARKET INFORMATION comes from the Keystone Broadcasting System, which claims coverage of 53% of all U. S. Negroes. As a service to its 360 affiliates carrying Negro-appeal programs, it analyzed 1950 and 1960 population figures and percentage of gain in Negro residents for 23 states in which its Negro network stations are located. Figures typify growth and gaining importance of Negroes to national advertisers and agencies. Research Manager George Wharton, detailing growth and movement in Negro population, says country now has 179,323,175 persons of which 18,871,831 are Negro, an increase of 25.4% in the past decade. Many states have shown startling gain: for example, Nevada, up 213%; North Dakota, up 202%; Wisconsin, up 164%. PROJECT FOR THE 60'S: "Time" last month quoted U. of Illinois Prof, (sociology) Peter Klassen on "beatniks" and transistor radios. The small portable sets "appeal to bodily comfort which is related to the desire to go back to the womb, the mother and the breast. It would be interesting to study the idea that these transistor-bearers might have been bottle-fed rather than breast-fed, that the physical link of the earplug might be reminiscent of a maternal form of comfort, a search for another image." THERE'S GOOD NEWS for national spot radio with addition of five experienced radio sales pros added to the new national sales organization under stewardship of Don Quinn at RKO General. Even more specific reason for optimism is seen in U. S. RADIO'S detailed report of accounts moving into spot this fall (see page 27). Autos and foods are among the heavy buyers as this is the start of seasonal campaigns which tie-in with heavier and more diversified menus and new-model times for automotives. EDITORIALIZING is continuing to gain favor as a practice of many stations, with WINS New York, now the flagship station of Mutual, one of the most recent to make the move. General Manager Ted Steele gives the air editorials himself, has set a policy of four minimum per day on a seven-day week basis. Subjects will change "according to dictates of what is pertinent, informative to community." FARM NEWS of interest to farm area marketers comes from KMA Shenandoah, la., which reports it carried 286 hours of programing specially tailored to this audience in the April through June period. Farm broadcasts with emphasis on service information continue to be a mainstay of programing in all agricultural areas. AUTOMOTIVE market data showing that one in every two families never buys a new car originate with Westinghouse Broadcasting, where Research Director Mel Goldberg surveyed car buying habits. Some of his conclusions: More than half of all new cars purchased cost less than $3,000; families with an annual income of $7,500 or more account for one-fourth of family units but buy 38% of all new cars and buy about half of all cars costing $3,000 or more. Kick-off to the October issue will be a section marking the fourth anniversary of u. s. radio, with a tracing of the _ . _ . . _ major events of this crucial era of change for the older 1^ t/\ I sound medium. Among many other features of this factfilled issue you'll find a blueprint of how Purolator sue|\/|Q|^" "|-|" cessfully uses radio as its major medium, what one of radio's most loyal product categories — cigarettes — is developing in new media and marketing tactics centered in their radio campaigns, what members of the radio board of the National Assn. of Broadcasters envision as radio's biggest problems and as workable, practical solutions. S. RADIO/ September 1961