Radio industry trade magazine which attempted to focus only on radio when other magazines were adding content about television. Apparently ceased publication following October-November 1961 edition.The radio industry and the auto industry made the same mistake around 1958. Both decided to stop selling to adults and start selling to yoots. Radio shifted from drama and soap operas** and serious music and serious commentary to all Rock And Roll all the time. The auto industry (except Nash) stopped making practical economical durable cars and shifted to LOOOOOOOOOOOW LOOOOOOOOOOOONG POOOOOOOOOOOOOOWERFUL dick prostheses. Cars no longer carried a family, they simply did 0-60 in 0 seconds. This short-lived trade journal shows the failure in its pages. The marketing side of radio was paying NO attention to the needs of working men and housewives who had been enjoying soap operas and other dramas, along with a mix of serious and pop music. All drama and serious music and intelligent discussion was gone by 1961. Nothing but Rock Rock Rock Around The Clock. Adults still wanted to use radio as a pleasant background and distraction for work and chores, but adults were no longer COOL. Adults still wanted a practical car that would last a long time and carry them from point A to point B in comfort, but adults were no longer COOL. Maximum noise and maximum acceleration were COOL, so all advertisers and industries created noise and acceleration. And then both industries were SHOCKED SHOCKED SHOCKED to find that they were going bankrupt. They had rejected the loyal customers who liked their products and HAD MONEY TO PAY for their products. Both industries went whoring after COOL people who were by definition disloyal and rebellious and didn't have much money. Now the media and sports industries are SHOCKED SHOCKED SHOCKED yet again to find that PUNCHING loyal customers in the face REPEATEDLY, and attracting disloyal rebellious COOL people without money, is not the ideal way to make money. = = = = = ** Irrelevant footnote: Soap operas weren't just for women. I can think of two specific counterexamples. Both were after the loss of radio soap opera, but both were using the TV as radio, not looking at the picture. Mr Bishop, the principal of Manhattan High, had a TV in his office and always turned it on for the soaps. Once Mr Ohm, the physics teacher, borrowed the TV so the class could watch a rocket launch. Mr Bishop came in and reclaimed the TV. He couldn't miss his stories. And much later, my favorite barber in Enid always listened to soaps while he worked. So I suspect the habit was more widespread than you might think. Most workplaces would allow radio but not TV for EXTREMELY GOOD REASONS. If soaps had continued on radio, they would have continued to reach a wider audience.
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