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ABC? YES . BUT THAT IS NOT ALL!
THE BIG THING IS COVE
especially SUPER OUTLETS and
There are 61,722 radio dealers in this country.
Some have difficulty in doing $1,000 yearly radio volume. Others do $1,000,000 with ease! Yet there is nothing in a circulation audit to differentiate between them. It becomes a question of how much a publisher knows, or is willing to tell, about his circulation.
Whether readers are "paid" or "free" is of no consequence if they have little or no volume. The important thing is to know all that can be learned about flow much merchandise they actually sell.
In the very beginning, RADIO TODAY set up its records to "go ABC" at the earliest possible moment but it also
RAGE OF BUYING POWER
ABOVE-AVERAGE DEALERS
made a capital investment of over $20,000 in setting up its mailing lists on the basis of buying power. For example, RADIO TODAY secured the cooperation of the two largest manufacturers in building the only available list of super dealers. This is a group that does over 30% of the total radio volume. It is coverage that the radio industry must have and practically all of them are paid subscribers.
The fact that RADIO TODAY has the only trade circulation actually built on buying power, can be proved by a simple test that any manufacturer can make — a spot check of readers in a typical community or a questionnairesurvey to the super dealers.
THE RADIO MARKET AT A GLANCE
the entire trade buying power and is done. They clearly show the im
These charts show
where the volume
portance of the two groups in which RADIO TODAY'S
circulation is largely concentrated. There is no other way of
getting all that RADIO TODAY gives you unless you buy coverage of the whole 61,722 — which, of course, no combination of publications can give.
RADIO TODAY, Published by Caldwell-Clements, Inc., 480 LEXINGTON AVE., NEW YORK July, 1938 53