Sponsor (Oct-Dec 1964)

number of U.S. affiliates: NBC Radio Network, 193; CBS Radio Networlv, 227; ABC Radio Network, 350; and Mutual Radio Network, 484. Total network affiliated stations: 1254 out of 3937. (It should be remembered that some stations have dual affiliations.) In summing up the findings, CBS Radio President Arthur Hull Hayes found solid ground for optimism about radio's future. "This sixteen-year period," he said, "divides up into two periods. From 1948 to 1956, radio was declining in popularity. And from '56 to the present, radio popularity has been on a steady upswing. We must attribute a substantial part of this dramatic comeback, of course, to the huge popularity of transistor sets. But I believe that the critical factor has been radio's ability to adjust its programing philosophy to the advent of television, and to seek out new ways of serving the public. All the transistor sets in the world would not have helped, could not have caused a listening figure like the present one of over three hours per home per day, unless people wanted what we have offered. "Finally," he concluded, "a word about trends. The bulk of radio's post-television growth has taken place in the sixties, and has accelerated in pace in the most recent years. This, in our opinion, augurs very well indeed for the future." ♦ Radio as the constant companion of the listener is everywhere; kitchen, bedroom, car or corridor and street — for the housewife, child, family and student. It's a kind of pick-a-card-any-card situation — just name any person or place, and he or it is within reach of radio and its message. 'October 26, 1964 47