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Concentration on leading stations revolutionizes the use of radio, Politz shows
Escape from inflexible long term commitments is just one of the many sound reasons today's alert advertisers are turning to the modern form of radio — The Nation's Voice.
Alfred Politz Research, in 5 separate major market studies, found that in each area one radio station stands out unmistakably as the leading station. These stations attract the largest audiences. These stations have earned the confidence and respect of their listeners.
Among 3.000 stations now broadcasting, just 4S leading stations are needed to bring 85% of the U.S population within your reach. That's why the selective technique of concentrating on this relatively small group of 48 leading stations is so efficient. That's why it's called the Nation's Voice.
The huge, immediate power of the Nation's Voice makes it the fastest, most flexible and economical of mass media. It is readily adapt
able to any promotion —large or small — national or regional. It eliminates the gamble of uncontrollable costs that play havoc with budgets.
Whether your appropriation is S25.000 or multi-million, this new way of using radio's tremendous power is important to know about. A brief presentation of the Nation's Voice, giving Politz's exciting findings, is available at the Chrisial office nearest you.
First on every list are these 14 Great Radio Stations covering Va of all America
WBAL Baltimore WBEN Buffalo WGAR Cleveland WJR Detroit
) WTIC Hartford WDAF Kansas City KFI Los Angeles WHAS Louisville
WCKR Miami WTMJ Milwaukee WHAM Rochester WGY Schenectady
WSYR Syracuse
WT AG Worcester
Represented Nationally by
HENRY I. CHRISTAL CO. inc.
POLITZ DOCUMENTS EFFICIENCY AND ADVERTISING POWER OF LEADING RADIO STATIONS
One station in each of five major markets measured stands out clearly as the leader:
J It attracts the largest listeningaudience , . . on an az>erage day by as much as 4 to 1 over the second station: up to 16 to 1 over the weakest.
2 Its programs are voted best in every one of S different categories.
J Its service features are credited with being the most reliable and complete.
^ Its commercials are considered to be the most reliable.
j It is relied upon and trusted . . . the one station people would tune to for information in an emergency.
NEW YORK • BOSTON
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