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Each time you look at radio it's bigger.
You turn your head away and before you turn
it back it's bigger than ever.1
Radio is bigger than anything—
bigger than magazines, bigger than newspapers,
bigger than both of them put together.
Yet in measuring the bigness of radio, people still use obsolete yardsticks. Yardsticks, for example, which compare the circulation of a whole magazine with the audience of a single network program. (It's like saying my apple-tree is bigger than your apple, as Variety recently put it.)"
Or take a yardstick like "cost-per-thousand listeners." In radio a more realistic gauge is "cost-per-million." In radio there is no such thing as only "a thousand" listeners. (It's like using a ruler to measure the distance between the stars.)1
CBS
Sometimes the only way you can tell anything is bigger than anything is by discovering that it's smaller. The cost of customers delivered to advertisers in network radio is smaller than in any other major medium.
And CBS is both bigger and smaller than anything in radio — bigger because it delivers more millions of listeners to advertisers than any other network; smaller because it does so at the "lowest cost-per-million."
•where 99,000,000 people gather every week The Columbia Broadcasting System
1 People are buying radio sets at the rate of 650,000 a month!
2 CBS reaches 34 million families each week! The country's largest magazine has a readership
of about 15 million families per issue.
:| CBS' "cost-per-million' actually delivered to advertisers comes to only $1(>70 — or one customer for one-sixth of one cent !