U. S. Radio (Oct 1957-Dec 1958)

Record Details:

Title:
U. S. Radio
Date:
Oct 1957-Dec 1958
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Oct 1957-Dec 1958)
Leaf #:
00029
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
September 28, 2023
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U. S. RADIO • OCTOBER 1957 4 — ^ Radio-Active The Upshot of The Upsurge Any medium important to the people is correspondingly indispensable to the advertiser. That's radio's axiom. That simple corollary is what is turning radio into a billion dollar business. A positive re-evaluation of radio's service to the public has given even more vitality to the medium. New concepts of listener patterns have proved that radio is the inseparable companion of the American people. The multiple attention factor has been a key. The fact that radio sets are everywhere and that no longer does the entire family huddle around one set in the living room as in the days of "The Fireside Chat" has proved of prime importance to the advertiser. Listening is in the living room, kitchen, bedroom, den, garage. Listening is also in the automobile, at beaches, ball games, in stores and restaTirants, in the den tist's office and at work. Just how much does the public like radio? Radio sets are outselling tv sets 21/2 to 1. Radio set sales in 1957 are already 10.2% ahead of 1956. What better proof that radio is filling a public need and want than the 140,000,000 sets in use. (See David Leads Goliath, p. 25.) More than 3,100 AM stations are now on the air. More than 500 FM stations are now on the air. To help U.S. RADIO October 1957 23