Radio digest (1922)

ARADE of J^TEWS and Other Items of Interest About Artists, Announcers and Programs in All Parts of the Country. Six O'Clock Finds Nearly All Boston Tuned In A FRACTION over 96 percent of the approximate 250,000 radio-owning families in Greater Boston are tuned-in to the broadcast programs of the Boston ladio stations after six o'clock each evening," according to the interesting statistical information says John Shepard, 3rd, executive in charge of The Shepard Stores Stations WNAC and WEAN, following his receipt of result of the first unbiased radio survey ever completed in the United States. Mr. Shepard continues : "In the eight years that our stations have been serving the public, there have been many radical changes in programs, music, talent and even in the equipment. All through these years we have been guided, in presenting out programs, only by the letters and requests of a minority group, as to the likes and dislikes of the radio public. "We have long appreciated the need of some sort of a research to collect valuable facts which would greatly assist our staff in arranging programs to please all the radio audience. "Recently the opportunity presented itself and the survey was started with a crew of trained, bonded investigators, who came to Boston from an outside city, not knowing for whom they were gathering the data. After two months of strenuous effort, during which they interviewed one out of every 20 radioowning families in the area comprising 15 miles in and around Boston, their report is now made available. "As far as we can learn there has never before been a survey of this type conducted anywhere in the country. We were particularly anxious to learn the approximate number of radio-owning families in this district. The hours when the radio is most popular with the average listener — the programs most enjoyed— the types of programs generally preferred, and comparative figures to determine the high and low peaks of radio reception, were among the outstanding phases of broadcasting which we ha\ e endeavored to gather through the radio analysis. "Compiled at an enormous expense the information which has been made available through the survey throws a new light on many angles of broadcasting, in which we have been previously Harold Clyde Wright, at present with Roxy's gang, is the most recent of the Radio stars to get a fat contract to make talking pictures. guided largely by good common sense and judgment. "In carrying out their task the researcr staff grouped the Greater Boston audience into occupational classes — 7.96 percent engaged as merchants, professionals executives, manufacturers, etc.; 73 per-l cent skilled workers, salesmen, cityliving farmers, small business merchants and those retired; 18.90 percent the families of laborers, domestics, clerks and non-employed. "One especially interesting fact revealed in the study is this: During the evening when there is a wide choice of stations from which to draw, the type of program apparently plays a greater part in the selection of stations than does the station itself. "Thirty-three percent of those fam-|| ilies interviewed expressed a first choice: of stations in answer to the following; question: 'What broadcasting station do you prefer — that is, if all stations were to be closed except one, which would you choose?' "It is most gratifying to the personnel of Station WNAC to learn that more than 02 percent of the above group expressed a preference for the WNAC programs while 17 percent spoke in favor of WBZ and WBZ-A, and 16 percent were supporters of WEEI. Miscel laneous stations scored a four percen vote in the poll. "Ninety-seven percent of the entire radio audience is tuned-in to favorite programs of the air between eight o'clock and midnight, the analysis shows, On Saturday evening the audience found to be 81 percent, which would be about the average for any specific night. "The early evening audience (that is, from 6 to 8 o'clock), is very nearly as large as when the radio is carrying its peak load. This percentage is 96.29. j a A jolly group of music makers known to Radio fans as the Merry-Makers. These boys make merry over WBAL every Wednesday evening from 6 to 6:30 (EST). Left to right: Sol Sax (pianist and director); Philip Crist and Edward Jendrek, tenors; Elmer F. Bernhardt and John Hedeman, baritones and Nathan Cohen, xylophonist.