RG 51-2767


NAB Library



1771 N STREET, N.W.. WASHINGTON, D. C. 20036

Sept. 23, 1986

Gift of NAB Library

Digitized by the Internet Archive

in 2013


r buyers and sellers of radio advertising






Annual Report on Radio Development

page I!


Reviews of Farr Successes

page 3(


ina Rice Finds i A Tasty Dish

The nation's 10th market M in neapolis-St. Paul 1960 census



ision Features ling Changes

rican Cyanamid's -Round Farm Radio Proves Effective


DIAL 10OR100



Adventures in

Better Listening

"Average V4 hour share six a.m. to six p.m. Monday through Friday— July-August 1960 Nielsen, And September 1960 Conlan, Metro Area.

William V. Stewart, WPBC President

Broadcast Time Sales National Representatives




i Mi


« K IH

lie •"»- ^

Dewey Compton Farm Director


L. 0. Tiedt Farm Reporter

Key To Rural Homes Houston, Texas CBS 50,000 Watts 740 KC The great farm advertisers remain with these two outstanding farm personalities on con- tinuous schedules for leadership in both agricultural and industrial pursuits in this area of golden harvest Represented Nationally by PETERS, GRIFFIN, WOODWARD, INC.

75% of Iowa's retail sales are made

in areas covered by 50,000 watt


DES MOINES is the heart of Iowa. It is the state's largest city. But its Metropolitan Area accounts for only about 9% of Iowa's retail sales.

In addition to Des Moines, there are seven other important metropolitan areas in the state. Together, these eight metropolitan areas account for approxi-



% of Store Population


% of State's CSI

Retail Sales ($000)

% of State's Sales

Des Moines Metro Areas







Iowa's 8 Leading Metro Areas in- cluding Des Moines







Remainder of Iowa







mately 38% of Iowa's consumer spendable income.

This means approximately 62% of Iowa's retail sales are made outside of any metropolitan area.

WHO Radio serves more than 800,000 radio homes in 96 of Iowa's 99 counties (plus a number of counties in neighboring states) . 75% of all retail spending in Iowa is done in the areas you reach with WHO Radio. This remarkable area is WHO's "Iowa PLUS" . . . America's I4tb largest radio market!

WHO Radio is alert, alive, aggressive! It belongs on any list designed to cover as much as the 14 largest radio markets. Ask PGW for all the supporting data. (Source: SRDS Oct. 1, I960)


for Iowa PLUS!

Des Moines . . . 50,000 Watts

NBC Affiliate

WHO Radio is part of Central Broadcasting Company, which also owns and operates WHO-TV, Des Moines; WOC-TV, Davenport

Col. B. J. Palmer, President P. A. Loyet, Resident Manager Robert H. Harter, Sales Manager

Peters, Griffin, Woodward, Inc., Representatives

U. S. RADIO January- 1961



Regional Vice - Presi dent for West South Central Region of the National Association of Television and Radio Farm Directors.

Chairman for the State of Kansas of the Agricultural Hall of Fame drive.

Charles Ross,



For the second con- secutive year, recip- ient of the Farm Safety Award from the National Safety Council for both WIBW - TV and WIBW-Radio.

Closely allied with the farm activities at Kansas State Uni- versity — participated in more than 250 farm organization meetings throughout 1960.

Strong morning and noon-time farm news, mar- kets, weather, technical and area news, and feature material.


On leave from WIBW with United States Army until April.

SPONSORS: Ralston Purina, Gooch Feeds, International Harvester, Consumers Co- operative Association, Shawnee Milk Producers Association, Massey Ferguson, BMB Manufacturing Co., Olin Mathieson Chemical Corp., Spencer Chemical Co., KFU Hybrids, DeKalb Agricultural Associ- ation, Granite City Steel, Doane Agricul- tural Service, Willard Tablet Co., Pioneer Hybrid Corn, Davison Chemical Co., American Cyanamid, Sheffield Steel, Deere & Co., Oyster Shell, Kendall Mills, D-Con, MFA Mutual.

Represented N ationally by


^ 580 KC

CBS 5,000 W.

Topeka, Kansas


U. S. RADIO January 1961


Radio s Barometer

Spot: A significant change in the representative field i-. due to go into effect at the start of next month. At that lime, the sale ol Headley-Reed to the Boiling Co. will become effective. The sale price has been esti- mated to be over 8500,000.

156,394,000 Sets in Use

15,000,000 Fm Sets in Use (NAB Research)

40,387,000 Car Radios (RAB est.)

1,468,847 Sets Made ( November EIA)

3,538 Am Stations

801 Fm Stations

Network: The Pepsi-Cola Co. continued to hold its numbei one posi- tion as the top network advertiser in terms of total home broadcasts delivered, according to A. C. Nielsen Co.'s monthly index for the period ending October 2. The firm used 379 broadcasts for a total of 138,301,000 home broadcasts delivered. Chevrolet-General Motors maintained its number two standing, and the Frito Co. moved into the third spot after having placed ninth in the previous four-week period. Pharmaco Inc. and Time Inc. filled out the top five positions. The three network leaders in total commercial minutes delivered, the Nielsen report shows, were Chevrolet-General Motors, Pharmaco and Time. Ligget Sc Myers Tobacco and Sylvania Electric Products rounded the five leaders in this category.

Local: Three stations KNX Los Angeles, WEJL Scranton, Pa. and KSAN San Francisco report increased billings. KNX sales for 1960, according to Gordon Mason, sales manager, showed an increase in local sales of 18 percent, and an over-all increase of 11 percent over 1959. The station also set a new record for orders booked in one week during December, Mr. Mason reports, reaching a total of S225.000. In another year-end report, WEJL states that its 1960 billings showed an increase of 17 percent over the previous year. Billings at KSAN during 1960 also showed a rise when compared to 1959. According to the station, there was a 20 percent boost in business.

Stations: The number of am and fm stations on the air at the end of November totaled 4,339, an increase of 29 (12 am and 16 fm) over the previous month.

Commercial AM Commercial FM Stations on the air 3,538 801

Applications pending 621 61

Under construction 112 211

Sets: Total radio production in November was 1,468,847, including 491,026 auto receivers, according to the Eelectronic Industries Associa- tion. Total radio production for 11 months in 1960, was 15,604,784, including 5,911,305 auto sets. This represents an increase in total radio production of almost 1.5 million units as compared to the same period in 1959. Total radio sales, excluding car radios, was 941,521; 11 month total was 8,326,275. Number of fm sets produced in November was 86,323. The 11-month cumulative figure for fm production was 852,329. Totals for the same period in 1959 were 480,894.

U. S. RADIO January 1961



Community Programming



for buyers and sellers of radio advertising



of Whirl-Wind sales action


NEW YORK DE 5-1 600

*10:00AM-5:30PM -5:30PM-1 0:00AM



VOL. 5 - NO. 1


Farm Radio Keeps Pace 17

Third Report on Developments and Trends In Farm Radio, Including List of Advertisers

Cyanamid's Radio Experiment 26

\iiicii(,ii] Cvanamid F.stablishrs 'Nrtwoi k' Buill Around Farm Directors of 40 Radio Stations

Radio and Rice A Tasty Dish 33

River Brand Rice Mills Explains Reasons Behind 13 Years of Regular Use of Radio

Trends in Radio Programming 36

Second Annual RTES Radio-Only Session Will Feature Panel on Programming Developments

Editorial Index 40

Cross Referenced Index to vs. radio From July 1960 Through December 1960

. . . DEPARTMENTS . . .

Ail waves


BPA Memo


Commercial Clinic


Editoi ial


Focus on Radio


Hometown U.S.A.


Letters to Editor


Names and Faces


Radio Registers


Radio Research


Report from Agencies


Report from Canada


Report on Fm


Report from Networks


Report from RAB


Report from Representatives


Silver Mike




Station Log


Time Buys




Arnold Alpert Jonah Gitlitz Arnold Farber Rollie Devendorf Mary Lou Ponsell William Wendt Shirley Sax

Publisher Editor Managing Editor Art Director Assistant Editor Assistant Editor


Seymour Weber Office Manager

Jo Ganci Secretary to Publisher

West Coast

Whaley-Simpson Co.

700 Montgomery Building

San Francisco I I , SUt+er 1-4583

% Edith K. Whaley 216 S. Vermont

Los Angeles 4, DUnlcirk 7-6169 & 6160

Member of Business Publications Audit of Circulations Inc.


U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Chi- cago, III.— 161 E. Grand Ave. WHitehall 3-3686. Printing Office 3110 Elm Ave- nue, Baltimore II, Md. Price 35* a copy; subscription, for U.S.A., $5 a year which includes U.S. FM, monthly publication also published by Arnold Alpert Publications, Inc. U.S. Possessions and Canada $6 a year for both magazines. Please advise if you move and give old and new address. Copyright 1961 by Arnold Alpert Publictions, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.


U. S. RADIO January 1961

Interview: /^i^t^

Account Executive of Fletcher Richards, Calkins & Holden when asked why he selects WLW Radio-TV stations for U. S. Rubber Farm Boots:

"Our WLW advertising enabled U. S. Rubber Farm Boots to open 25 new dealerships in the WLW primary coverage area!"

"And this WLW campaign sparked dealers into unprecedented enthusiasm and

cooperation in promotional tie-ins!"

"This first Radio attempt to sell these particular

U. S. Rubber Farm Boots was so successful that we'll be back

again and again on WLW with lots more advertising to boot!"

Call your WLW Stations' Representative . . . you'll be glad you did! The dynamic WLW stations

Crosley Broadcasting Corporation, a division of Avco


U. S. RADIO January 1961


National Safety Council


nr. Edwin K. Wheeler General Manager WWJ - WWJ-TV Detroit, Michigan

Dear Mr. Wheeler:

The march of time has caught up with me, and I'm retiring soon after 23 years as director of public information for the National Safety Council.

In ending my tenure of office, I have had occasion to run through the list of recipients of our Public Interest Award, which we confer annually upon media for exceptional service to safety. And I know you are as proud as I am that:

ana many accidentsp messages your stations have broadcast

?Tjuries avoided, !T"safety programs and

I bespeak for the Council, for my successor, John Naisbitt, and for safety in general a continuation of what you have done in the public interest .


Paul ""Jones'

Director of Public Information

I erf vv vv«j-TV

^^^^^m^^mM Michirian'* C: , _ .





January J 961

Changes in Farm Radio As [arm radio keeps pace with growing technology ..ml the m bit ini

Revealed in Third Survey aspects ol [arming, ii is in the process ol adjusting ik programming con

tent. Diversification in programming is being aimed ;n offering the farmer more information, especially on markets and al appealing to .1 wider range oi farm listeners (the housewife, the young farmer). These changes are among the many that arc revealed in 1 ,s. u mho's third annual survey of ihis specialized medium (sec Farm Radio Keeps Pace, p. 17).

Impact of "Great Debates" Reflected The cooperative efforts ol the foui networks in bringing the "Greal I)' In Nielsen Rating Index Change bates," between Presideni John F. Kennedy and Vim- Presideni Richard

M. Nixon, to the American radio audience marked an unusual departure in broadcast public service programming. The Nielsen Radio Index has surveyed the national in-home audiences reached by the "(ireai Del). lies'' as a combined four-network broadcast. For the first of the debates (Mon- day, Sept. 26, 9:30-10:30 p.m. FS'F) Nielsen reports the total audience as 1,879,000 homes. The Nielsen average audience was 1,434,000 homes and die share of the audience was 51.8 percent.

Radio Set Sales for 1961 Expected to The general upswing in listener acceptance is reflected in increased set Better Last Year's Sales Increase sales for the past year. With the sale of fm sets nearing its all-time

record and the overall industry sales topping previous records, the Electronics Industries Association is looking forward with optimism. Says L. Berkley Davis, president of the association, "Radio sales are sub- stantially ahead of last year with auto radios up perhaps as much as 15 percent. Radios containing fm tuners continued to glow in popularity and to increase fm's share ol the radio market."

NAB Slogan and Material Set "Radio . . . the Best Sound Around" has been chosen b) the National

For National Radio Month in May Association of Broadcasters as the theme for National Radio Month this

coming May. For the third consecutive year, Faillace Productions, Inc., New York has been signed to prepare a new series of jingles for the event.

Survey Indicates Public Reliance The on-the-spot survey made by the Radio Advertising lime. hi during

Upon Radio During Disaster Events the recent airliner crash in New York indicated public faith in the sound

medium's ability to disseminate information at the time of a major dis aster. The survey, which covered 596 households, revealed that 56.2 percent of those aware of the crash, first heard the news on radio.

BPA Selects New York Site The 1961 Broadcasters Promotion Association Convention has been set

For Fifth Annual Convention for November 6, 7 and 8. Meeting will be held at the Waldorf-Astoria in

New York. BPA President John F. Hurlbut has appointed Han Belhis, director of advertising and promotion for Transcontinental Television Corp., as program chairman for the convention. Arrangements chairman will be James Mullen, promotion manager of WCBS New York.

Farm Radio Adjusts to New Report from WJAG Norfolk, Neb., reveals a major trend which farm

Rural-Urban Interdependence radio programming is adjusting to. "Growing interdependence be-

tween the rural businessman and the town businessman" is the theme of a program that will be kicked off at a local Chamber of Commerce ban- quet early in February. Concept behind the program is to insure greater prosperity of both farmer and city businessmen through rural-urban area development.

U. S. RADIO January 1961



Dr. William E. Petersen, internationally known Professor of Dairy Husbandry, University of Min- nesota, has been named Director of Agricultural Research for KSTP Radio and is now reaching the important farm family market with two shows each weekday on KSTP.

From 5:00 to 6:30 A. M.. and from 12:30 to 1:00 P. M., Dr. Petersen presents business and farm news, market and livestock trends and re- ports, plus interviews and discussions with visit- ing guests.

Joining Dr. Petersen on these shows is David Stone, popular KSTP personality and twice winner (1959-60) of the AFTRA award as "Best Farm

Personality," who provides entertainment, weather and news reports.

Knighted by the King of Denmark, listed in "Who's Who" and "American Men of Science," Dr. Petersen provides the authoritative farm news and commentary that builds faithful audiences. For information on availabilities, contact your nearest Petry office or a KSTP representative.


V— ^ 1500 ON YOUR DIAL


U. S. RADIO January 1961

time buys

American Airlines

Agency: Young and Rnbicarn,

Neio York Product: AIR TRAVEL

American has added one more city to its 52-week line-up for 1961: San Francisco. The Golden Gate City will get 40 spots per week. New York, Los Angeles and Chicago schedules have been renewed, with schedules ( losely following last year's. Special flights are in the offing throughout the year, but plans are not yet defi- nite.

Braniff International Airways

Agency: Cunningham ir Walsh Inc.,

New York Product: AIR TRAVEL

Braniff's recent move to Cunning- ham & Walsh means a great expan- sion in radio activity for the client. The airline used radio before in New York only, but now plans to go heavily in the key markets among 30 where it now operates. Although plans did not call for any schedules in January, Braniff asked for a spe- cial two-week campaign this month. All 30 markets got special schedules for the period beginning January 16. Bob Palmer, media supervisor, di- rects the buying.

E. T. Browne & Co.

Agency: Kenneth Rader Co., New York

Product: PALMER'S SKIN SUCCESS A February start is planned for 15 to 30 markets. In the wind is a pos- sible buy of stations in Central and South America. The campaign will last from three to six months. All spots are minutes. Buying is directed by Arthur Briskin, executive v.p.

Cerebelli & Co.

Agency: Ellington ir Co., New York Product: BRIOSCHI TABLETS A five-week flight starts for Bri-

oschi in mid-February. Agency has added Chicago to the list of markets, which normally includes cities in the East and Northeast. From 20 to 25 spots pei week will he scheduled in a minimum ol 14 markets. Dan Kane is the buying contact.

Chesebrough-Ponds Inc.

Agency: Norman, Craig if Kummel

Inc., New York Product: VASELINE HAIR TONIC

The first of a series of flights planned for the year starts this month in 75 markets. From six to 15 spots per week will go to each station. All spots are minutes, ETs, scheduled in driving times. Alan Sil- verman is the timebuyer.

Commercial Solvents Corp.

Agency: Fuller & Smith & Ross Inc.,

New York Product: HI D

Aiming for the farm audience with its ammonium nitrate fertilizer, Commercial Solvents will go into 30 markets for 13 weeks. Campaign will start in February with participation on farm programs. Bernie Rasmus- sen is the time buyer.

Corn Products Co.

Agency: Donahue i? Coe, Inc. Product: KASCO DOG FOOD

A 13-week campaign is planned for a February start. A minimum of 40 markets will be in on the buy, which is double the number of markets in the flight just ended. Minute spots will dot the schedules of at least 45 stations. Harry Durando is time- buyer.

Corn Products Co.

Agency: Guild, Bascom & Bonfygli,

New York Product: SKIPPY PEANUT BUTTER A ten-week flight for Skippy be-

gins this month in upstate New York and Florida markets. As many as 40 spots per week will run on an undisclosed number ol stations. Frank Gianatassio is the timebuyer.

d-Con Co.

Agency: Thompson-Koch Inc.,

New York Product: RIDEX

Moving from network to spot ra- dio, Ridex started a 50-week cam- paign in mid-January in 15 to 20 markets. A minimum of five spots a week are scheduled to run during driving times. The client is aiming for suburbia with this product, a sep- tic tank cleaner. Timebuyer is Bob Hall.

Ford Dealers

Ageiuv: /. Walter Thompson Inc.

New York Product: USED CARS

Ford dealers in the Minneapolis- St. Paul area are running a three- week spot radio drive featuring used cars. The campaign involves some 63 stations in the twin cities terri- tory, with 15 spots a week on each station. Similar campaigns are in the offing for Ford dealers in Dallas, Memphis and Oklahoma City. Mad- eline Blum is timebuyer.

Robert Hall Clothes

Agency: Arkwright Advertising,


By February 19 or 26 the Robert Hall campaign for clothes for spring will be on the air in 100 to 150 mar- kets. At least 200 stations will be included on this campaign, which will run for 13 weeks with minute spots. The agency reports plans are afoot for a change in media strategy that will put even more emphasis than before on spot radio. Jim Hackett is media director.

(Cont'd on p. II)

U. S. RADIO January 196)


The media analysis team of Brooke, Smith, French & Dorrance, Inc. in a "do not disturb," "right-through-lunch" emergency session. L. James Schneider, Vice President and Account Executive; George Johnston, Vice President and Director of Media; John S. Pingel, Executive Vice President; Hal E. Rumble, Vice President and Manager of Media Department; Charles V. Hicks, Vice President and Creative Supervisor.


This decision calls for competent media information

Situation: . . . sudden change in client plans.

RBCJUirBlTIBIlt: more space per ad; more time per commercial... <W(7f the same budget!

NBB(I: immediate access to capsuled reviews of the relative virtues of the

media that had heen painstakingly worked into the schedule before the change-order came through ... and of others that may now be considered.

SolutiOfl: .... check SRDS media listings, market data and whatever good, perti- nent information can be found in files, desk drawers and— they hope —in your Service-Ads in SRDS.

QuBstion: . . . all of your selling actions have made their impressions on some or all of these decision makers so have your competitors'— but right now, how well are you serving their buying actions?

Opportunity: with compBtsnt strategically positioned Service-Ads in SRDS YOU ARE THERE selling by helping people buy

S^^S Standard Rate & Data Service, Inc.

the national authority serving the media-buying function C. Laury Botthof, President and Publisher






U. S. RADIO January 1961

time buys

(Cont'd from p. 9)

P. Lorillard Co.

Agency: I.cnncn c Xcwcll hit .

New Yoxk Product: OLD GOLD


Fifty-two week schedules for Old (.old were renewed this month in 50 markets lor a campaign ID's and minutes. The campaign represents very little change from last year, rimebuyer is Sally Reynolds.

P. Lorillard Co.

Agency: Lennen & Newell Inc.,

Neiv York Product: KENT CIGARETTES

Kent's renewal lor 1961 includes 52-week schedules in 50 markets. All spots will be chainbreaks on 125 to 150 stations. From three to six spots a week will run in prime time. Time- Inner is Sally Reynolds.

The Mermen Co.

Agency: Warwick Legler Inc.,

New York Product: SKIN BRACER,


Mcnnen's broadcast lineup for 1961 gives the budget exclusively to radio. Initial planning called for a heavy spot radio campaign, which began early this month, and spon- sorship of shows on three networks. The spot radio campaign started January 9, will run for 26 weeks on a flight basis . . . four weeks in, three weeks out. Stations in the top 50 "Mennen" markets carry from 18 to 30 spots a week, all during driv- ing times. Minutes and 20's are scheduled for 150 stations. Heavier frequencies are scheduled for the summer.

For network, Mennen is sponsor- ing sports fare: Phil Rizzuto on CBS, Howard Cassel on ABC and Bill Stern on Mutual. Approximate- ly 700 stations carry these shows. Joe Hudack handles the buying.

Nestle Co.

Agent \ : Win. Esty Im .,


The end of January marks the start of a 75 to 125 market campaign for this produc t. Frequent ies will range from 10 to 100 spots per week according to market size. Markets were selected by the agency as "Nes- cafe's top markets." Spots are ail minutes. Campaign is expected to iiiii from eight to 1.") weeks. Phil \l< Gibben is timebuyer.

Lydia E. Pinkham Medicine Co.

Agency: Cohen &■ Aleshire Inc.,


A campaign that started this month will run through May in 100 markets. From 10 to 50 spots a wreek are scheduled for 120 stations. ET minutes run during daytime seg- ments to reach housewives. For this campaign, nearly 90 percent of the stations are either Negro or Spanish. Another campaign may run in Octo- ber. Bob Turner is the timebuyer.

Potter Drug & Chemical Co.

Agency: Kastor, Hilton, Chesley, Clifford & Atherton Inc., New York


A 13-week campaign started in mid- Jan nary for both products. Cuti- cura (complexion soap) spots are running in 18 markets, and Cutitone (medicated make-up base) schedules are set in 22 markets. Frequencies for each run from 10 to 12 spots a week, all minutes. Markets vary from medium to large, but the audi- ence sought is the same: teenage girls. Rosanne Gordon is the time- buyer.

Standard Brands Inc.

Agency: Ted Bates & Co., New York


Blue Bonnet will stari a [out to five week campaign January 23 in a minimum ol l l mat kets in the Southeast. Frequencies will be mod- erate to heavy. Daytime periods will be bought in the 9 a.m. to I p.m. segment. All spots will be minutes, ETs. Timebuyers are Pete Schulte, Conant Sawyer.

Standard Brands Inc.

Agency: Ted Bates & Co..

New York Product: ROYAL DESSI R I s

A spot radio campaign is in the planning stages for the Royal des- serts. At least 100 markets are con- templated lor the campaign, which calls for 15 spots per week on as many as lour stations in each market. Pete Schulte is timebuyer.

The Travelers Insurance Companies

Agency: Young & Rubicam Inc.,

New York Product: INSURANCE

A month-long spot radio cam- paign for Travelers and its agents is in the works for stations in Oregon. The campaign will include as many stations as possible, with the total running upwards of 60. Frequencies will be heavy, and all spots will be minutes, delivered live. A similar spot campaign to cover agents in Illinois is also in the planning stages. Timebuyer is Eleanor Paulson.

United Airlines Inc.

Agency: N. W. Ayer ir Son,

Philadelphia Product: AIR TRAVEL

United has renewed its contracts for 1961 in all markets, but big broadcast changes are pending Unit- ed's acquisition ol Capital Airlines. If the expected merger materializes, broadcast schedules will expand con- siderably. Timebuyer is Artie Ram- berg.

U. S. RADIO January 1961



Over the Shoulder Look at 1960 In taking a backward glance at the events of I960, the National Associ-

Shows Broadcast Industry Cains ation of Broadcasters said "broadcasting emerged from its year of trial

in 1960 to reach the threshold of greater freedom and influence." The industry's success, the NAB points out, was achieved "primarily by ma- ture and mutual efforts by individual stations and the networks to dem- onstrate their unmatched contributions to the public good."

Three Steps that Kept Industry The NAB singled out three steps taken by broadcasters thai helped to

On Right Road Cited by NAB counteract the attacks of the industry's critics. These are: "The indus-

try's fair and impartial handling of the presidential radio-tv debates with- out any legal requirements or restrictions for equal time. Its apparent success in winning acceptance of its view that broadcasters themselves should determine community needs and plan programming to meet them. Its determined effort to improve and expand its means of self- regulation through the NAB's radio and television codes."

NAB Policy Committee Ends Its When Governor LeRoy Collins officially took over as NAB presidenl this

Temporary Role on Optimistic Note month, it marked the end of the special three-man Policy Committee.

The Committee was established to oversee the operations of the organ- ization after the death of the former NAB head, Harold E. Fellows. Clair R. McCollough, president and general manager of the Steinman Stations, Lancaster, Pa., and chairman of the Policy Committee, said broadcasting has emerged "from its blackest days of 1959 and early 1960 to be accorded a higher degree of faith and freedom by the legislative and regulatory agencies of government. With initiative and vigor, the industry can now continue to move forward to grow in influence, both economic and so- cial, and to work for the public interest less hampered than ever before by archaic and unnecessary legislative and regulatory controls."

Station Activities Reflect The Policy Committee's year-end report highlighted a number of events

Growth of the Medium which attested to the industry's growth. As of December 1, according

to the report, there were 3,538 am and 801 fm radio stations on the air. This represents an increase of 82 am and 12 fm stations since last Janu- ary 1. NAB membership climbed to a new high— 2,623 radio and tele- vision stations, plus all the national networks an increase of 260 stations since the first of 1960. There was also a generous increase in the num- ber of stations that subscribe to NAB's Radio Code a total of 1,093 radio stations as of December f. Around the middle of last year, the Radio Code was extended to non-members, its administration was changed from an honor system to one with enforcement provisions and a full-time code staff was added at NAB headquarters.

McCollough Sketches in Four In summing up the past 12 month period, and looking to the future, Mr.

'Touchstones' of the Future McCollough said "Broadcasting has much to talk about and to promote

. . . much of excellence in our programming, much of our influence tipon domestic and world affairs." He offered the following "touchstones of the future" for the industry: "A determined organized effort to bolster the economy through ethical advertising. ... A dedication, within our capacities, to the cause of better education. ... A comprehension of the public interest in order that we may meet in a climate of decision freely made. ... A concentrated, organized effort to portray our industry to the public for what it is and aspires to become."


U. S. RADIO January 1961

In keeping with his active participa- tion in industry affairs, Lewis Havens Avery has been elected president of the Station Representatives Associ- ation for the year 1961. Mr. Avery, president of Avery-Knodel Inc., brings to this post the experience and knowledge acquired over a span of 30 years in all phases of radio.

An enthusiastic advocate of radio, Mr. Avery made a prediction about the medium's future over 10 years ago. With the pressure of tv increas- ing daily, Mr. Avery said ". . . there's no reason why 10 years from now am broadcasting won't have as big or bigger billings than it has today." Sales figures recently issued by the Federal Communications Commis- sion and the SRA testify to the ac- curacy of that prediction.

Mr. Avery succeeds H. Preston Peters, president of Peters, Griffin, Woodward Inc. Always interested in fostering the growth of the repre- sentative field, Mr. Avery was one of the organizers of the National Asso- ciation of Radio Station Representa- tives, the predecessor of SRA. He served that group as its first treas- urer, and later as its president.

A native of Seneca Falls, N. Y., Mr. Avery started out with ambitions of becoming an electrical engineer. However, after three years at Myn- derse Academy and Union College, Schenectady, he made the switch to

business administration. He got his first taste of radio when he added an- nouncing chores at WGY Schenec- tady to his regular position in the publicity department of General Electric. That was in 1926, and two years later he found himself con- ducting a five-day home economics program on WGY as part of his du- ties as assistant ad manager of the Mohawk Power Co.

The pace of his progress quick- ened. In 1930 he joined BBDO, and was soon handling all local radio ac- tivities of clients from Albany to De- troit. After two years with the agency, Mr. Avery took his first po- sition in the representative field. He was sales manager of the Chicago office of Free and Peters until 1942, when he went to work for the Na- tional Association of Broadcasters as director of the Division of Broadcast Advertising.

In 1945, Mr. Avery started his own representative office, and one year later was joined by J. W. Knodel to form the firm of Avery-Knodel Inc. Today, the organization has seven offices throughout the country, and employs the services of almost 100 staff members.

Taking little time out from his work for hobbies and sports, Mr. Avery lives in Scarsdale, N. Y., with his wife, Helen Elizabeth. The Averys have a son and a daughter.

"The Heartbeat of the Corn Country"

Covers 67 Counties* in 4 top farm states

*NCS #2 Iowa, Nebraska, Kansas, Missouri Total population 961,500

live on farms

or towns under 2,500

KM A nas programmed to meet the needs of this WHOPPING majority for over a third of a century

KMA fi"s this BIC CAP between metro- politan markets as no other medium can

Total Consumer

Spendable Income _ $1,350,273,000

Cross Farm Income $1,237,800,000

Retail Sales $1,122,062,000

(Income and sales source SRDS est. July '58-'59>

35 years of reliable farm service radio

KMA Two full-time farm service men. KMA— Two full-time veteran newsmen.

KMA Seasoned air personalities. Ten have

an average of 21 years in radio.

KMA Proved audience appeal with a

balance of farm service, news, weather, markets, sports, home- making, good music, and ABC net- work.

KMA— Full-time merchandising promotion. KMA— 35 years under same ownership.

KMA Publishes KMA Guide Magazine

($1 per yr.l, 11,000 paid.

KMA Auditorium seats 800, popular meeting spot for farm, civic, po- litical organizations.

KMA Twin Bonanza, full-time pilot, to

speed news, service, business.

All adds up to SELLING KNOW-HOW!

Represented by Edward Petry & Company

U. S. RADIO January 1961


WFBM's Mid- Indiana

leadership is earned!

News sponsored

before it

happens- on WFBM

Eckrich* renews blank check" news contract for third year!



Wherever or whenever BIG news breaks in Indiana, WFBM keeps Hoosiers in touch with events as they happen. Eckrich likes WFBM's exclusive "news beats" . . . knows WFBM's mobile radio and televi- sion units will be in action at the scene, whether it's a fire in Elwood or a flood in Terre Haute.

Eckrich trusts our judgment as to whether an event warrants pre- emption of regular programming (when it does, automatic sponsor- ship results). Doesn't such perform- ance of our 1 7-man news operation justify your confidence, too? Next time why not call us first!

' Peter Ecknch 4 Sons, Inc., Meat Specialties





Radio ABC

1961 Airfax

Your I)c< embci I *!<»(> book is one ol lite Ik'sI iii the young and vigorous history of v. s. radio. It will find many valuable applications in oui organization throughout the year.

Congratulations on a most useful compendium ol i adio Ea< is.

Ben H. Holmes

Radio Vice President Edward Petry & Co., Inc. New York, N.Y.

Negro Radio Issue

Congratulations on the Negro Radio supplement (i . s. radio, No- vember). It did an excellent job in presenting the story.

Your editorial was especially ap- preciated. No one knows any better than I what it takes to get an associ- ation of radio station owners started. I do believe, however, that we are coming along nicely; and given a lit- tle time, we will start making the Association's presence felt in a big, big way.

Francis M. Fitzgerald


Negro Radio Association Charlotte, N.C.

A magazine publisher once told me that the amount of space pur- c based by a client had absolutely no connection with the amount of cov- erage the client would receive edi- torially in his publication.

It is quite obvious, after careful examination of your Negro edition, that you are living up to these high ideals of the publishing profession. Congratulations!

John McLendon


McLendon Ebony Radio Jackson, Miss.

I thought your Negro Radio sup- plement was very, very good. Con- gratulations.

Stuart J. Hepburn

President KNOK

Fort Worth, Tex.

Salesmen First

I would sincerely appreciate your sending me a copy of your magazine directly to my home. Your book is

so populai I have lo heal my sales- men to the mail.

Richard J. Kcllihcr

Eastern Sales Manager Adam Young Inc. New York, N.Y.

Media Aid

I am very much interested in be- coming a subscriber to U. s. radio. As media direc tor, I feel that such a publication would help this depart- ment immensely.

W. F. Frensley

Media Director

Beals Advertising Agency

Oklahoma City, Okla.


Let me take this opportunity to congratulate you, and your staff, for a job well done. u. s. fm is certainly a needed publication for a growing industry. Thanks to tin's fine publi- cation, the fm "message" will reach every major agency in the country.

Ralph T. Hennen

Sales Manager

Eastern Broadcasting System, Inc. Brookfield , Conn.

We have enthusiastically followed the emergence of u. s. fm. The future benefits that it will afford the adver- tisers considering FM are tremen- dous. Allow us to congratulate you.

Could you please forward to me the names and addresses of some of the manufacturers of reliable multi- plex receivers.

George J. Sliman

Mavar Shrimp & Oyster Co. Biloxi, Miss.

For the first time in three months, I took time out to read u. s. fm that I received in today's mail.

I immediately began a search for back issues, which I vaguely recall my chief engineer going over. He was no help in locating them.

Therefore, I have a favor to ask. I have Vol. 1 No. 4 and am missing the first three issues. Could you please send me the three back issues?

Your u. s. fm, I have discovered, is a highly informative paper.

Francis J. Stratman

General Manager WCWC

Ripon, Wisconsin

Represented Nationally by The KATZ Agency

WWDC-FIRST . . . and a runaway leader in the popularity poll for the friendliest radio voice in Washington, D.C. Which proves the effect of our often-aired slogan . . . "the station that keeps people in mind."

^y^^jj ^m^jj ^^^^^^^

REPRESENTED NATIONALLY BY JOHN BLAIR & CO. For full details on radio leadership, write WWDC or ask your Blair man for a copy of WWDC's new "Profile of Preference;'

And in growing Jacksonville, Fla.- it's WWDC- owned WMBR

U. S. RADIO January 1961

jam .my

The Minneapolis Grain Exchange, one of the nation's largest cash grain markets, is the scene of a WCCO farm market report. Here, Associate Farm Director Jim Hill interviews an exchange official.

Farm Radio

Third annual U.S. Radio survey reveals many changes in programming content and format, and growing advertiser acceptance

Also see:

List of major national and

regional farm radio clients p. 24

Farm advertiser use story p. 26

Capsule farm success stories p. 30

"There are a dozen