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"Station coverage" is one thing; "audience" is something else. It is, at least, if you are talking to a representative of Westinghouse Radio Stations. And the difference is not a mere "distinction;" it's a difference amounting to thousands of radio contacts per night in the case of almost any station you v/ant to talk about.
COVERAGE (as v/e use it) means just this: The number of receiving sets reached by an adequate signal from the station in question. That takes in a lot of territory for any first (;lass station . . . including a lot of territory that doesn't mean much to the buyer of broadcasting time.
AUDIENCE (in the Westinghouse Radio Station's vocabulary) means what it sounds like: The actual listeners to station programs.
Coverage may be interesting to knov/ . . . but it's AUDIENCE that makes broadcasting time pay its v/ay.
Westinghouse Radio Stations have developed a new method for measuring AUDIENCE. You can now know with more certainty than ever before the audience value of the time you buy. We can tell you in actual trading areas what is the primary zone of influence of Station KDKA, for instance. Also the daily average number of listeners to KDKA in that zone. Month to month records are available of changes in number of listeners.
When you're planning a radio campoign, get the facts about AUDIENCE VALUE. "Coverage" doesn't listen.
WESTINGHOUSE • RADIO • STATIONS
WBZ-WBZA
990 kilocycles
Boston, Mass., Hotel Bradford Springfiald, Mass., Hotal Kimball
KDKA
980 kilocycles COMMERCIAL OFFICES
Pittsburgh, Pa., Hotel William Penn
KYW-KFKX
1020 kilocycles
Chicago, III., 1012 Wrigley Building New York, N. Y., 50 East 42nd Street
Page 17
BROADCASTING • Telecasting
October 15, 1931 . BROADCASTING
Page 112 • October 16, 1950