Broadcasting (Jan - Mar 1950)

Spot Radio Does Cost Less Today Startling Comparisons Prove That WHO Costs 52% Less Than In 1944! By every standard that means anything whatsoever to forward-looking advertisers, advertising on WHO costs less today than in 1944. Comparing figures from the 1944 and the 1949 Editions of the Iowa Radio Audience Survey,* you find that in 1949 Iowa radio homes had increased to the point where WHO cost 10.6% less per thousand radio HOMES than in 1944! Even more startling, you find that in 1949, multiple-set homes had increased to the point where WHO cost 52% less per thousand radio home SETS than in 1944 — and modern research has proved that the increased number of home sets is even more important than the increase in radio homes. (Jimior listens to his favorite serial program while Dad hears the evening news — Mother listens to a dramatic program while Sister is tuned to popular music — or the whole family hstens to the same program, but in different parts of the house. Thus it is no longer correct to speak of "radio homes" — SETS make today's audiences!) By applying the Iowa Surveys' percentages of one-set radio families and multiple-set radio families, against population estimates,** you find that Iowa had 769,200 radio homes in 1949, against *The 1949 Iowa Radio Audience Survey is the twelfth annual study of radio listening habits in Iowa. It was made by Dr. F. L. Whan of Wichita University — is based on personal interviews with over 9,000 Iowa families, scientifically selected from cities, towns, villages and farms all over the State. As a service to the sales, advertising, marketing and research professions, WHO will gladly send a copy of the 1949 Survey to anyone interested in the subjects covered. **Sales Management's Surveys of Buying Power. only 596,000 in 1944. Whereas there were only 904,000 sets in Iowa homes five years ago, this number had sky-rocketed to 2,140,000 in 1949! Yet this 136% increase in radio sets is for homes alone; it omits the hundreds of thousands of sets in Iowa cars, offices, barns, stores, trucks, restaurants, etc. The phenomenal increase in the number of Iowa's radio homes and radio sets — and the decrease in costs — boils down to this: WHO — CLASS C — 14-HOUR MAXIMUM DISCOUNT t Number of Iowa Radio Homes Cost Cost Per Thousand Radio Homes Percent Decrease In Cost Per Thousand Radio Homes In 1949 1944 1949 596,000 769,200 10.6% Number of Iowa Radio Sets (In Homes) — — ^ — 1 Cost Cost Per Thousand Radio Sets (In Homes) Percent Decrease In Cost Per Thousand Radio Sets (In Homes) in 1949 1944 1949 904,000 2,140,000 $67.50 77.00 $0,075 $0,036 ■ . ', 52% fThe V^-hour rate is indicative of all other time segments since WHO's cost is figured on a ratio basis. Class C time is shown because it changed very little during the last five years — that is. Class C has remained primarily Daytime . . . from 8 to 12 mornings and from 1 to 6 afternoons. Note that all these figures are based only on extra sets in Iowa homes. The figures do not include hundreds of thousands of "non-home" Iowa sets, plus millions of sets in WHO's BMB secondary night-time counties — these are the reasons why WHO is today a "better buy" than ever. For additional facts about WHO's great audience-potential, write to WHO or ask Free & Peters. WIKI© +/or Iowa PLUS 4 Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC., National Representatives