Evening star., 1952-06-08
On the Air
One Radio for Every, Adult
Doesn't Mean They're Used
By Horny Macarthur


recent letter the contained debatabe
claim that the American people feel American radio doing
against odds of building and operating independent radio
station His name however Immediately crossed of the
departments list potential threats televiSion will
restored only when changes mind.
The truth American radio has job to do 1t has
problem to solve can't reporting gleefuly
that the number of radio sets distributed about the country
aI-ime high too.
The radio by rating
in the last few years This past season saw radio shows
attracting audiences which would have been considered only
moderately daytime during the lush
years
At md-season Bennys Nielsen rating radio
with Benny This of continuing drop which
certainly isn't likely to be halted by the construction of
teevson stations.
Rones Are Dropping Steadily
In January Nielsen released set of figures indicating that
top radio shows were being heard in million homes than
slumped from 2o2 in 1850 to 15 in 1851 Benny during the
same dropped from 1913 to TIA.
Bennys program 200
stations getting into only slightly than half many
homes Lucille Balls Il Love Lucy 81 television stations
likely suddenly be
reversed will be by firm action the part of the radio broad
casters They will not by cheerfuy reassuring them
televson kill off radio Television something
certainly has made radio look sick
The cheering of those blessings
in disguise This deadly competition of evson might
provide the impetus for rehabilitation of radio programmng
1t was past due even before TV came along.
1t Might Be Opportuntys Moment
might broadcasters to get
under the thumb OF advertising agencies which have confined
mediocy all cutting advertising
sponsors
in directions They have nothing to lose in putting magna
ton to work.
They might find the moment opportune for thinking OF
listeners first when planning would be expert
but easily could be the saving of radio
which does attract an audience will attract sponsor
wouldn't have gambled it in the beginning.
It quite likely that the successful radio station of the future
will be the which develops pattern of community service
So-caed public
service programs merely that the closer radio station
indispensable the community
better will of winning that audience
The obvious for the broadcsters to to those
things which eevison does least we'll not at ALL They will
nowhere certainly by broadcang which tee
vision shows without picture The audience which
likely off elderly
Western von just to listen to the boys their Jokes
Music Field Is Wide Open #%= as
variety radio commodity anyhow.
its semvariety match the variety
ing thousands of dollars worth Of talent fey into The Big
Show" 1s~
something else. only continuing
eeon which has achieved standing Voice
FreStone It's good music
becomes eeviewer finds his life unless he
back to radio phonograph.
another field which its advantages.
picture better OF
is always time lag where film used. And TV picture of
sitting at desk reading bulletins is not particularly
edhying
Radio probably will concentrate in the
future The station trying to make itself integral part of its
community will be wise to do lot with local The
with the recorder also should he kept Recording
of committee hearings for payback convenient
Of the things that be
with tape recorder The field is broad
It wouldn't do HARM incidentally to raise the notch
two while refurbhng radio That something
teevison do but has shown few
adult the country They ought put
good use.