U. S. Radio (Jan-Dec 1961)

(FOR ABBREVIATIONS, SEE BOX, P. 60) Continued from puge 63 tion and Kabernagel furnished the pen while I lie sponsor delightedly signed a 'til forbid contract. This effort also provided an exclusive feature in WFMM programing. At the end of a year and a half of operation recently we made a commercial analysis to review the progress we had made. The breakdown shows a normal proportion of accounts usually associated with fm programing. This group included such products as oriental rugs, hi-fi equipment, exclusive restaurants and investment brokers. We were surprised at the large number of retail accounts that normally would use am. Most had, in fact, a record of am usage. While the number of accounts is somewhat small by am standards, we felt that the diversity of products and services represented an excellent cross-section of a successful commercial operation. Most encouraging was the proportion of sponsors formerly wedded to am. An analysis of contractual length proved most interesting. Thirteen percent of the total contracts in the period of one year and a half were 'til forbids. Eight percent were 52 weeks; three percent were 26 weeks; 15 percent were 13 weeks; 45 percent were less than 13 weeks; 11 percent less than one week and five percent between 13 and 26 weeks. National accounts constituted 21.1 percent of the total business with a residual percentage of 78.9 in local accounts. On the basis of our analysis we conclude that diversity is the key to our commercial operation during the next 12 months. Our contract renewal rate shows audience acceptance translated into sales dollars. Our experience in the past year and a half in the Baltimore market and the just-completed commercial analysis have resulted in these three recommendations: 1. There is no substitute for a simultaneous agency-client call and presentation. 2. Concentrate on diversity in programing. 3. Know the characteristics of your local fm listener. ■ FM STATION KEY (Continued) Fort Wayne WPTH-FM Counties: 20; ERP: 44.4 kw Prog.: St, shw, pop, jz, i-cl Hammond WYCA Counties: 5; ERP: 31,000 w Prog.: Rel, nws, s-cl, sprts, w+hr Indianapolis WAIV ERP: 4.6 kw Prog.: Jz, cl, -fl It. cmtry WFBM-FM (Am: WFBM) Counties: 50; ERP: 51,875 w National Rep.: Walker-Rawalt Prog. (Sep.): St, shw, s-cl, cmtry WFMS ERP: 4.5 kw Prog.: St, shw, pop, s-cl, cl WIBC-FM (Am: WIBC) Counties: 40; ERP: 24,000 w Prog. (Sep.): Cl, s-cl, con, jz, op Madison WORX-FM (Am: WORX) National Rep.: Hil Best Counties: 6; ERP: 350 w Prog. (Dup.): St, s-cl, sprts, shw, con Marion WMRI-FM (Am: WMRI) National Rep.: Burn-Smith Counties: 27; ERP: 31,000 w Prog. (Sep.): S-cl, st, shw, nws, sprt Muncie WMUN (Am: WLBC) National Rep.: Hal Holman Counties: 17; ERP: 14.4 kw Prog. (Sep.): Programatic Richmond WKBV-FM (Am: WKBV) National Rep.: Everett-McKinney Counties: 20; ERP: 23,000 w Prog. (Sep.): Pop, s-cl WGLM Counties: 23; ERP: 32.000 w Prog.: Cl, con, s-cl, st, ii Terre Haute WTHI-FM (Am: WTHI) National Rep.: Boiling Counties: 20; ERP: 7,400 w Prog. (Sep.): Cl, con, op, s-cl, pop Warsaw WRSW-FM (Am: WRSW) Counties: 60; ERP: 34,000 w Prog. (Dup.): Cl, con, s-cl, pop, nws (U.S. FM advertisers not covered in the above listing.) MICHIGAN Detroit WLDM National Rep.: Walker-Rawalt Counties: 27; ERP 165,000 w Prog.: St, shw, s-cl, cl, con WASHINGTON Seattle KLSN National Rep.: Walker-Rawalt Counties: 13; ERP: 19,000 w Prog.: Cl, con, s-cl, shw, jz Washington WFML (Am: WAMW) National Rep.: Hil Best Counties: 14; ERP: 14,000 w Prog. (Dup.): Sprts, nws, st, pop, shw QUALITY PROGRAMING IN STEREO FOR QUALITATIVE AUDIENCE KLSN SERVING SEATTLE-TACOMA AND ALL OF WESTERN WASHINGTON Call Walker-Rawalt WLDM DETROIT'S OLDEST INDEPENDENT STATION 165,000 WATTS Mid-America 's most powerful FM station •'GOLDEN SOUND OF THE MIDDLEWEST" 0 000 TIME-LIFE STATION U. S. RADIO/ September 1961 67