We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
THIS is only one question from an exhaustive study which sheds new, research-documented light on radio's most elusive question: are listeners worth more when tuned to one station than to another?
For years perceptive time-buyers have known there was more to evaluating stations than slide rule measurements. They know that rating services alone can't predict which station is most likely to deliver more customers for a client. In the absence of qualitative data, advertisers have had to rely on subjective judgments when appraising stations.
But appraisal by intuition is not enough. To give concrete support to the subjective judgments, the CBS-Owned Radio Stations commissioned Motivation Analysis, Inc. to study the attitudes of listeners to the C-O and the leading Independent stations.
In depth interviews 1200 listeners* were asked dozens of questions. They spent 1500 hours answering the questions and then giving reasons for the answers, insuring a complete, uninhibited response. Some of the questions were subtle and indirect; others, forthright and provocative. Here are a few of them: "When you first turn on your radio, for what reason do you put it on? . . . What types of programs do you like the most? ...Which of the following descriptive terms (J)ig-small, authoritative-not authoritative , etc.) would you use to describe the stations you listen to?" . . .and "What is your idea of a big radio station?"
Having compiled data on attentiveness, authority and respect — having assembled a complete picture of the listeners' sentiments, the interviewers then asked the decisive question:
"Which one station has the most believable commercials ?"
After 100,000 tabulations, these three basic differences were found between audiences:
1. Listeners pay more attention to C-O stations than to the leading Independents.
2. Listeners regard the C-O's more favorably than the Independents.
3. Listeners believe the C-O stations more than the leading Independents . . .both their programs and their advertising.
This is a time when, more and more, advertising budgets are being asked to deliver customers, not just listeners. This study will help you select with greater assurance the right station. It is available for your inspection at your nearest CBS-Owned Radio Station or CBS Radio Spot Sales Office.
*From a recent study conducted in the six major U.S. markets (New York, Los Angeles, Chicago, San Francisco, Boston, St. Louis) where there is a CBS-Owned Radio Station.
*The sample icas divided into three groups: those who were fans of the CBS-Owned station, those who were fans of the leading Independent, and a control group of fans equally loyal to both stations. Fans were defined as listeners who spent more than half of their time listening to one station.
WEEI, Boston; WBBM, Chicago KNX, Los Angeles WCBS, New York; KMOX, St. Louis KCBS, San Francisco
CBS OWNED RADIO STATIONS