Arbitron Completes Study On Blacks9 Listening Habits
Arbitron Ratings has Just
completed a study on the
listening habits of blacks
and the results are most
revealing. The recent
report examined blacks
listening to all radio
stations and not just blade
format radio.
Here are some of their
findings:
_Radio. .reaches more
blacks, 12 to 34, than any
other age group.
Black women, age 65 and
older listen to radio an
average of 34 hours.
Black men, ages 18 to 34,
spend 31 hours listening to
radio.
The most listening
occurs at 7 a.m. weekdays,
but after 8:30 a.m. listening
levels are higher on Satur
day than during the week.
Sunday and Saturday
listening peaks at 10 ajn
91 percent of black male
teenagers listen to the
radio on weekends.
56 percent of black
listeners listen to both
bands, AM and FM, while
27 percent of blacks listen
exclusively to FM and 17
percent to AM.
Almost one fourth of all
black listeners can be
reached between midnight
and4 a.m. Monday through
Thurdsay. Black overnight
listeners are young, with a
median age of 29 during the
week and 27 on Friday
nights.
The source for Arbitnm’s
findings come from the ■
responses of 3,716 radio
diaries sent to black house
holds in Baltimore,
Chicago, Cleveland,
Greensboro, Winston
Salem, High Point, Los
Angeles, Milwaukee, New
Orleans, New York, Phila
deiphiaand Shrevepoint. "
OPPORTUNITY
KNOCKS
Ebenezer Baptist Church
Choir is the featured choir
Loretta
on “Opportunity Knocks,”
Sunday, June 24 on channel
42 beginning at 5:30 p.m.
POWER AND
PREJUDICE
Hie older residents of
Quitman County,
Mississippi, will always
remember Herbert Lee’s
tragic ending. Lee, a Mack
man, was shot on the
courthouse steps 80 years
ago when be registered to
vote. Many are haunted by
the memories of Lee’s fate
WPOQ-TV To Broadcast “Whispering Hope”
WPCQ-TV, Channel 36,
will broadcast a two-hour
special that includes a doc
umentary and a .live
satellite teleconference on
Alzheimer's Disease 8-10
p.m. Sunday, June 34.
Distinguished actor
Jason Robards narrates
“Whispering Hope” and
describes it as a medical
detective story about the
disease which is the
nation’s fourth leading
killer and affects more
than two million victims.
The teleconference will
link medical experts,
leaders of Alzheimer’s
Disease and Related
Disorders Association
(ADRDA) and other sup
port groups in Charlotte,
Baltimore, Boston, Phila
delphia, and San Francis
co. The Group W stations in
those cities are partici
pating in the Alzheimer’s
Project in honor of Donald
H. McGannon, former
chairman of Group W
(Westinghouse Broad
casting and Cable, lnc.1
who died recently of the.
disease.
Broadcasting ' the
teleconference live will be
a first for the television
industry.
‘ - ~ WPCQ-TV Will focus)
attention on Alzheimer’s
Disease through public ser
vice announcements, news
special segments, and
community affairs efforts
during the period leading
up to the June 34th broad
I
cast of “Whispering Hope"
and the teleconference.
Alzheimer’s is an
irreversible disease that
destroys powers of thought,
memory and language. It
ultimately brings death to
its victim, but usually long
after it has robbed the
person of the essence of
humanity. As narrator
Robards says in “Whis
pering Hope,” the cause is
a mystery and the onset is
imperceptible, but there is
neither cure nor remission.
The disease has been
around for thousands of
years, but it didn’t even
have a name until IMS. A
form of dementia, it has
been difficult to diagnose.
Standardized procedures of
diagnosis have evolved and
public awareness has
increased.
Alzheimer’s best-known
victim is actress Rita
Hayworth, whose daughter
Princess Yasmin Khan is
participating in the Group
W project. In this area, the
best-known victims are the
late Dr. Grier Martin,
former president of
. Davidson College, and the
• late Harry Weatherly,
former Mecklenburg
County manager.
If no cure or prevention
is found, experts estimate 4
to S million Americans will
fall victim by the year 2000.
There are, as Robards
says, “whispers of hope."—
He says the medical
detectives are fitting the y
pieces of the puzzle
together. Dr. Peter Davies,
associate professor of
pathology and neuro
science at Albert Einstein
College of Mecidine, says
medical science should
have ' ; a successful
treatment in five years and
a cure in ten years if it-is
given the support that is
needed.
Get Ready For
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The Pepel-CoU Bottling Company of Charlotte, luc.
and are fearful of going to
the polls. But black youths
are not afraid. Last year,
with encouragement from
leaders such as the Rev.
Jesse Jackson the black
citizens of Quitman County
for the first time had both
the registered voters and
the candidates to take over
the powerful board of
supervisors. “Power and
Prejudice in America,” a
documentary will look at
th* current political
movement of black
Americans as a way to
understand prejudice in the
United States. This infor
mative program airs on -
channel 42 and SB Monday,
June 25 at 10 p.m.
WHISPERING HOPE
When retired Donald
McGannon, chairman of
Group W (Westinghouse
Broadcast and Cable, Inc.),
died of Alzheimer’s
Disease, WPCQ-TV and
five other Group W stations
“ Launched -their largest
public campaign ever.
On Sunday, June 24,
* channel 36 will air the
Alzheimer Project Special,
“Whispering Hope." This
special will share with the
audience the real-life
drama of how the terrible
disease affects victims and
the families of victims. It
will offer “whispers of
hope” about possible future
treatment and eventual
conquest of the disease.
THE KING AND I
The musical-comedy hit,
“The King And I” will be
playing for a limited
engagement at the
Mannie’s Dinner Theatre
in Southern Pines, N.C. For
dinner and fine entertain
ment for one convenient
price call 692-8400 for
reservations.
VICTORY TOUR
Finally the first sketches
of the Jacksons’ Victory
Tour are being revealed.
The first three Midwestern
cities have been named and
the dates announced. Other
details concerning the tour
require that all tickets
come from New York.
Tickets will cost $28 phis $2
handling charges and a
""person can ortter' no mtMe
or no less than four tickets.
Check the ads in The
Post each week for the
best bargains in town.
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