Sponsor (1964)

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lalMJHUl A CV* a Co.'/. Good**)" h A Ho^4b««r ConrO" Ofoup HOvtuweef N*r i mon Hotly C" nearly half the respondents — 42 percent — reported a radio was to be found in each of three or more rooms of their homes. For a quick glimpse at other media, the University of Denver study also asked people which media they had looked at or given attention to "yesterday." (Since interviews were spread throughout the week, "yesterday" covers most days.) Of the 200 respondents, 84 percent had watched tv, 87 percent had looked at a newspaper and 45 percent had "leafed through" a magazine. "Generally speaking," the report summarized, "people do not read newspapers or magazines only — or watch tv only — or listen to radio only. Rather, the tendency is for most people to apportion time to a number of different mass-communication media." As radio supplements other media, so do other media supplement radio. But its prevalence in Colorado, at least, suggests that radio is as necessary to a good media mix as flour is to a good cake. The man-in-thc-street's attitudes toward different media were explained by the manager of a poultry company: "Newspapers are for news and editorials — magazines for entertainment and business purposes;" by an accountant: "Tv is just for entertainment;" by a sheep rancher: "We depend on radio for news. . .** and "rely on it more than tv for important news." Radio and the News. The sheep rancher's remarks were born out by the University of Denver study: A flat 75 percent of all their respondents agreed that "it's absolutely necessary" to keep up with the news, and 72 percent of the male listeners tune in radio particularly to do so. The average news-listener tends to be more mature (82 percent are 35 years old or older), is most likely to be found among college graduates, is usually (81 percent) in an upper-income bracket, and likely to live in a middle sized community rather than a city or small town. 40 *.*«»».« ^ Ptfota Sprj J To test the intensity of their interest in news, they were asked what they'd do if they'd already heard the news and then turned on the radio in order to listen to music — only to hear a repeat broadcast of the news they already knew. Tellingly, 81 percent said they'd continue to listen. Thus, their thirst for information is great. Radio's Over-all Function. The report states that "by no means is there any evidence to suggest that weekday tv-viewing, or for that matter any other activity, preempts the attention of all, or even a majority, of the radip listeners who were studied." And listeners devote "substantial blocks" of time to radio, especially during the morning and afternoon. (Even in the evening, 13 percent reported that, on the average, they listen to radio for an hour oi more.) When people throughout the state were asked how much time they had spent listening to radio "yesterday,' they replied as follows: Percent Hours 22 under 1 16 1-2 13 2-3 1 3 3-4 36 over 4 CHART II: Weekday Radio-Listening* In-home listening Outsit ie listening Hour Solo Group Solo Group 5-6 a.m. 15% 9% 2% 2% 6-7 44 30 3 3 7-8 54 51 13 11 8-9 31 31 16 10 9-10 31 28 12 8 10-11 25 22 13 8 1 1 -noon 32 24 13 8 noon-1 p.m. 27 21 16 6 1-2 p.m. 18 14 13 7 2-3 21 13 14 8 3-4 24 20 16 9 4-5 26 25 16 12 5-6 32 27 13 12 6-7 26 25 5 5 7-8 23 20 4 4 8-9 25 20 5 3 9-10 24 11 5 3 10-11 15 5 3 3 1 1 -midnight 8 2 3 2 "Totals under 100 percent omit "don't know" and "no answer" categories, while totals over 100 percent indicate multiple answers. SPONSC