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■The sec-sawing of radio's business rise, fall and rise over more thanj' a decade and a half in the United
RADIO'S rising tide
Attention to sound medium pronnises new high mark In analysis of 16-year Nielsen records. Total home-hours of radio use is now vying with pre-tv levels, says CBS Radio
Arthur Hull Hayes, president, CBS Radio, standing, and Harper Carraine, director of research, check research material that contributed to CBS Radio's comparison between 1948 and 1963.
States, has brought forth calamityhowlers and pie-in-the-skycrs in the full measure appropriate to the status of the industry at a given moment.
When business ebbed, the lamentations were loudest. When the tide turned, the custodians of faith in amplitude modulation chorused, "I told you so" — but with a kind of reluctant joy for fear that the tide would again recede at any moment.
And there were-^and are — those who work at their craft with the confident knowledge that evaluation is history's business and that where the tide ebbs and flows there is a litter of skeletons of those who were impatient with cither.
With the termination of the Nielsen Radio Index Report (NRI), radio had available a mass of statistics covering the see-saw years; the beginning and end of one measure of its history.
Arthur Hull Hayes, president, figure (see chart on page 46). suits of a CBS Radio Network analysis of the A. C. Nielsen Co.
TOTAL RADIO SET COUNT EXCEEDS U.S. POPULATION
RADIO SET SALES FAR EXCEED POPULATION GROWTH
JAN 1964
1961-1963
Radio Set
Sales 70,843,000
8;4i8;o
Source: Population— U.S. Bureau of the Census; Radio— Radio Advertising Bureau, Inc. estimates.
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