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(This is one of a series of full page ads appearing regularly in the NEW YORK TIMES)
Politz Facts Point Up Strategy of Using Leading Stations
Almost everyone is included in radio's huge daily audience. Radio is where your customers are. Wherever they may be, radio follows them, reaching their minds while their hands are busy. Only radio can be— and is— the constant companion of the American people.
This powerful advertising factor, unique to radio, is dramatically documented by a continuing series of Alfred Politz. Research projects. And it is coupled with the significant finding that the radio audience is highly selective in its choice of stations. Together, these confirmed facts provide the basis
of a potent advertising strategy called The Nation's Voice.
This strategy uses just 48 selected stations of the 3000 now broadcasting. Located in key marketing areas, these stations reach the greatest number of adults. And they command, to an extraordinary degree, the trust and confidence of their listeners— having earned their respect through outstanding broadcasting standards. The impact is personal. The loyalty is deep.
These facts have been confirmed again and again. There are seven separate Politz studies now available. Five of these
present complete data for divergent markets served by individual grea* stations. The sixth, recently released, develops complete data for Upstate New York— served by four great stations. Now the latest study, conducted nationwide, adds new detailed information both on radio and on the reach and value of The Nation's Voice strategy.
This strategy is effective for budgets small and large. Whatever you are selling and whatever the appropriation, it will pay you to investigate the sales power of The Nation's Voice. Just call the nearest Christal office.
FIRST ON EVERY LIST ARE THESE 18 GREAT RADIO STATIONS
WBAL Baltimore
KOA Denver
KTHS Little Rock
WTMJ Milwaukee Represented Nationally by
WAPI Birmingham WJR Detroit KFI Los Angeles WHAM Rochester
WGY Schenectady KWKH Shreveport
WBEN Buffalo WTIC Hartford WHAS Louisville WSYR Syracuse
WGAR Cleveland WDAF Kansas City WCKR Miami WTAG Worcester
HENRY I. CHRISTAL COMPANY, INC
NEW YORK • CHICAGO • DETROIT • BOSTON • SAN FRANCISCO • ATLANTA
Broadcasting
November 18, 1957
Page 47