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Wednesday, December 4, 1940 33 The post-tards went one step further and asked: m± radio station did you think did the host reporting of the election?" Landslide ^3 NETWORK 3 NETWORK 4 10.9°^ Radio's word^ for such landslides is: COVERAGE CBS got 5 5.9% more votes in the telephone study CBS got 33.4% more votes in the post-card study . . > CBS got 179.7% more votes (though this vote is inci- dental here) in the *'best job'* cjuestion— And that, if you please, is coverage.; Coverage—the kind that stands up and speaks right but, plain and clear. iThe kind that brushes off all argument.; On Election Night, over 20,000,000 American fam- ilies turned to radio for the returns. They had the whole world of radio to choose from,: And millions more of them turned to CBS than to the runner-up network.; In a way, ifs almost unimportant, right here, that CBS turned in a fine reporting Job that night. For CBS's bigger coverage, CBS's reaching more millions, >vas established at the instant those millions flipped > ■ their dials around to their CBS station, /That's why the 179.7% preference for the job they then found CBS doing is incidental—though pleasing. Naturally CBS didn't let those listeners idown. With CBS staffmen Elmer Davis, Bob Trout and Albert Warner doing their speedy and expert job, CBS lis- teners were millions of votes ahead of other listeners right through the night. It's gratifying that they liked what CBS did, but that is still not the main point here. iThe thing that does count is the fact that radio lis- teners chose CBS to listen to... by the millions chose CBS rather than anybody else. (That's coverage. And that's confidence. It comes from years of their knowing CBS programs, years of sureness that the surest spot on the dial is the CBS spot —whether for fun, for news, Or public service broad- casting of any kind. So, too, on Election Night, They turned to QBS in expectancy and confidence, And the morning alter they voted for CBS—by a landslide.) PACESETTER OF THE NETWORKS The telephone studies were done by the research organization of Samuel E. Gill, former Research Director of Grossley, Inc. Full details on technique are available. The telephone and postcard studies were conducted in these 18 cities: Washington Detroit Indianapolis Syracuse Minneapolis Pittsburgh Denver Hartford Philadelphia Milwaukee Columbus, O. Cedar Rapids 1 New York Chicago Los Angeles St. Louis Boston Charlotte ■^9