Radio showmanship (Jan-Dec 1944)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

Uividends t . . . 'ILL/AM HEDGES FROM RADIO DOLLARS ^P I don't know how you choose the radio station which you use. Perhaps you base your selection on your own estimate ot the popularity ol the stations in your community. Maybe you like the sales manager ol the station. Everyone seems to feel that he is a radio expert or a program expert. But how does he form his judgments? Is it ba'sed on how he liked the program, or how his wife liked the program, or how his secretary liked the program, or his office boy? In my opinion you have never been stimg in buying time on any station unless yoti may have made the mistake of quitting too soon. The rates of stations vary directly in accordance with what the station delivers. You will find that every radio station has a following. Some of them have an exceedingly loyal following, and yet you will never find that out by examining merely the ratings of the different programs. But they do sell goods. 9 Radio is the most popular source of entertainment and information in the history of the world. Let's examine radio today. 1 here are 60 million radio sets in use as of January, 1944. These radio sets are in 32, 500, GOO homes, and nine oiu of every ten homes have one or more radio sets. Four oiu of every ten homes have more than one radio set. Three out of every ten homes have radio equipped automobiles. Over one-third more homes are equipped with radios than with gas and electric ranges. Radio homes outnumber telephone homes by more than 2 to 1, and three homes have radios for every two homes with bathtubs and showers. What's more, those radio sets are used. 83.7 per cent of all luban radio families use their sets for an average of five hours and four minlUes daily and 88.5 per cent of all rural radio families use their sets for an average of five hours and 18 minutes daily. The availability of the luban families Monday throtigh Friday is \ery high. At 9:00 o'clock in the morning 77.3 per cent of the families have available at least one woman who is up and around, available if your program is good enough to get her to turn on that radio receiving set. At that time 81.6 per cent of all the homes have available some ]3ers(jn in the home as a potential h'siener. 1 hroughoiu the day you P Hozv advertisers can get the most out of radio dollars is pointed iif) by the vice president in charge of, statiofis for the Natiofial Broadcasting Co. Article here is based on notes take ft on a talk presented before the Quality Bakers of America. DECEMBER, 1944 • 403 «