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PEOPLE sel better than paper
OPEN MOUTH, TEllUM STORY... ...NOT BE LEFT WITH INVENTORY
When you want to close a sale with a tough customer, you don't send a printed page. You send a man. And when that salesman gets there, he doesn't hold up a sign urging the prospect to buy. He opens his mouth and he talks.
Newspapers are a wonderful advertising medium — we use them ourselves. So are magazines. But the strongest sales message ever printed doesn't have the conviction of the same message delivered by a good salesman. And what is the closest thing to personal selling that you can get in any truly national advertising medium?
You knew the answer. It's radio.
People sell on television, too, but television reaches only 3 out of every 10 families — compared to radio's 19 out of 20. Only with radio can human salesmen sell to a really national audience.
With a half hour evening show on network radio this fall, you can talk — yes, talk — to million more people than you would reach with a black and white page in Life . . . And it'll cost you 95f less per thousand.
With that same show, you can talk — yes, talk — to 1 million more people than you would reach with a black and
white page in This Week . . . And it'll cost you $1.11 less per thousand.
The money you spend for that fall show will sell — as only the voice can — to 8,289.000 people . . . The same investment in newspapers will reach only 3.696,000.
You know that 95 % of America listens to the radio. But did you know that they listen more ... 13 million man-hours more every week . . . than in pre-television 1946?
To get a man-sized share of that audience, NBC radio now offers a plan with which you can use the human voice to reach twice as many people in the evening hours as the average evening television show ... At considerably less cost*
Above all, remember:
People sell better than paper. The voice is more persuasive than ink. You don't win an election by holding up printed speeches — and you can't expect printed salesmen to sell as well as human beings.
Like a demonstration? Just ask us for it. We'll be only too pleased to send around the complete story — delivered not by printed matter but by human beings.
ASK US ABOUT "TANDEM."
NBC Radio Network
o «™ of Radio Corporation of America