Radio daily (Oct-Dec 1949)

Every Sixth Radio Home... FREE After serving as the "different" network for nearly 15 years, we now find that difference branded— in earthy, fiscal terms— by the authoritative Mr. A. C. Nielsen. His studies reveal that the price of five radio homes on other networks will get you six on Mutual. In terms of actual audience millions, this plus can shape a Rainiersize peak on your sales horizon. One thing we like about the Nielsen "Homes per Dollar" Index is that it reports just that. It takes full note of ratings, but it keeps an equally clear eye on the cost of each rating. By dividing net time and talent costs into homes actually delivered, it comes up with data to warm the heart of any comptroller. + REMEMBER THESE OTHER MUTUAL PLUS-DIFFERENCES: Lowest Costs, Hookup by Hookup, of All Networks 500 Stations, 300 the Only Network Voice in Town Maximum Flexibility for Custom -Tailored Hookups 'Where-To-Buy-lt'Cut-lns Available at No Extra Cost Another thing we like about the Index is the way it weighs all four networks — strictly by homes-perdollar — during the latest winter-peak period of January-April, 1949: Average Once-A-W.*k Commercial Program on All 4 Networks Other 3 Networks MUTUAL Radio Homot Dolivorod por Dollar of Actual Colt 336 328 398 Based on Total Audience data. Programs sponsored by religious organizations omifled. Here is dollars-and-sensible proof of the matchless economy of network radio... the nation's only true mass medium. Here, too, is challenging evidence of how much more your radio program can accomplish on this "different" network. The Difference is MUTUAL! th. mutual broadcasting system