Broadcasting Telecasting (Apr-Jun 1958)

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"RADIO BEAT" in all radio today: CBS Radio. / This excitement and Importance— this requiring of attention— has a real lvalue for advertisers. It spells the difference between it ust "being in radio" and selling. And today, when your advertising dollar must work harder to make ales, that's a most meaningful value, j So it's not surprising that in 1957, of the 50 advertisers who use national advertising most, and know it best, more oought the CBS Radio Network and more bought 3 DBS Radio exclusively than any other radio network. N. Y. TIMES (JACK GOULD) : "Radio was the platform last night for an immensely civilized and fruitful discussion of international affairs, a transAtlantic conversation among the leaders of the loyal opposition in the United States, Great Britain and France . . . Adlai Stevenson . . . Hugh Gaitskell . . . and Pierre Mendes-France ... on the Columbia Broadcasting System's program called 'Radio Beat' ... In all respects the program was most remarkable and heartening . . . It was as if an international conference were humanized and brought to the perspective necessary for easy and relaxed comprehension in the living room . . . CBS News once again has acquitted itself most handsomely." The CBS Radio Network Where you reach 50 per cent more listeners in the average commercial minute