Broadcasting Telecasting (Oct-Dec 1957)

(This is one of a series of full page ads appearing regularly in the NEW YORK TIMES) New Nationwide Politz Study Confirms Strategy of Using Leading Radio Stations More and more, experienced advertisers are shifting their dollars into the exciting new mass selling strategy first illuminated by a series of studies conducted by Alfred Politz Research, Inc. This strategy uses radio in a new and powerful way— concentrating on just 48 selected stations out of the 3,000 now broadcasting. It is called The Nation "s Voice. Previously, this strategy was demonstrated by five studies of individual major markets. Five separate times Politz research documented the fact that the leading stations earned the greatest audience respect and led in audience size— by wide margins. In a recently released regional study, this same principle was again convincingly confirmed. Now, a new nationwide Politz study has just been completed. It measures, for the first time, the composite force of the 48 stations comprising The Nation's Voice. It confirms, with clear-cut facts, the values of the leading station concept. The new study shows that The Nation's Voice stations actually reach an adult audience of 21 to 27 million different listeners in the average week. This is more individuals than read the leading newspaper supplement; it is an audience substantially larger than that of 2 of the 3 highest ranked weekly national magazines, measured on a comparable basis. The impact of these great stations is easy to understand. Radio —more lhan any other medium— is a personal medium. Radio is a constant companion because it follows people where\e: they go. serves them while they are doing other things. Listeners have come to trust and respect the stations with high broadcast standards— with authoritative service programs . . . with reliable news. These are the stations thev choose as their favored companions. Because of the trust and respect they inspire, these great stations have become big in audience size as well as deep in personal impact. Whether your advertising appropriation is $25,000 or runs into millions, it will pay you to investigate this new and important way of using radio. Call the Christal office nearest you. FIRST ON EVERY LIST ARE THESE 18 GREAT RADIO STATIONS WBAL Baltimore K0A D.nv.r KTHS Utile Rock WTMJ Milwaukee Represented Nationally by WAPI Birmingham WJR Detroit KFI Los Angeles WHAM Rochester WGY sch enectady KWKH Shreveport WBEN Buffalo WTIC Hartford WHAS Louisville WSYR Syracuse WGAR Cleveland WDAF Kansas City WCKR Miami WTAG Worcester HENRY I. CHRISTAL COMPAHY, INC NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA Broadcasting • Telecasting October 7, 1957 • Page 63