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Research of Particular Value to Broadcasters (l) Broadcasters want to know the size of the audience of individual programs, the trend in audience size, the proportion of regular and oecasional listeners, and something about the social and geographic structure of the audience. Available commercial surveys supply most of this information for ^he national and a few local programs but will in general be too expensive for educational programs,* One of the most widespread errors in educational radio is the broad¬ casting of programs far too advanced in cultural and intellectual level for most of the radio listeners in the country. Educational programs Judged by experts to be of the highest quality usually employ a vocabulary, pace, and range of concept that puts them far beyond the vast majority of listeners. Unpublished studies on file at the Office of Radio Research at Columbia University, data offered in the recent volume Radio and the Printed Page by Dr Paul F Lazarsfeld, and Beville’s study mentioned above, all agree in finding that the audience for the well known adult educational programs consists mainly of high school and college graduates, while close to half of the adult radio audience has had no high school education. There is known to be a strong correlation between income and edu¬ cational level. Since income is more easily estimated than educational level, it is frequently substituted for the latter in listener research. For this reason the findings reported by Beville** showing that those of higher income listen much more to educational programs, may be interpreted to mean that persons of higher educational level listen more to educational programs. If radio is to fulfill its promise in education, it is clear that this situation must be widely changed. In addition to supplying educational material to the few of high income and high educational level, who need it least, educational broad¬ casters should turn their attention to supplying more easily assimilable educational material to the vast majority of the population, of low income and educational level. An over-all picture of the audience to a single program can be obtained quickly and inexpensively if the services of a volunteer civic or edu¬ cational group can be secured for making coincidental telephone calls. For example, R H Hudson, of the Rocky Mountain Radio Council, (Denver, Colorado), estimated the size of the audience to several programs that the Council sponsors in several communities by this method. The survey was completed in a few days and the cost was very small. * - Many examples and applications of information of this type may be found in H MBeville’s report “Social Stratification of the Radio Audience," 1939> mimeographed, $1.00. Available through the Office of Radio Research at Columbia University. ** - Beville, H M, "The ABCD's of Radio Audiences," Public Opinion Quarterly , June 19^0, Vol. 4, No. 2. .. . -4-