Sponsor (Nov 1946-Oct 1947)

FORJOE METROPOLITAN MARKET STATIONS WLOW Norfolk WHHM Memphis KWKW Los Angeles WWDC Wash.. 1). C. **WJBK Detroit KXLW St. Louis KONO San Antonio WBNX New York WSBC Chieago WMIN Minn. -St. Paul WWSW Pittsburgh WDAS Philadelphia WHWL \\ ilkes-Barre WNEX Macon KVET X ii — t i>i WORL Boston * except in New York *» except in Chicago For joe Offices New York • Chicago • Philadelphia Pittsburgh • Washington • Baltimore Los Angeles • San Francisco siains report 1947 LISTENING Wink most magazines and newspapers are turning the spotlight on increased circulation, broadcasting has been crying the blues about lowei fractionally lower) I (ooperatings and NR1. Actually listening has increased due to the fact that rad 0 homes and multiple-radio homes have jumped substantially during the past year. Radio today is at its all time peak, with 93 per cent of all the homes in America having broadcast receivers, three per cent more than ever had them before. There are, as of January-February 1947, 35,900,000 radio homes with sets in good working order, a 1,902,000 increase over a year ago when BMB (Broadcast Measurement Bureau) was making its first survey. These facts are part of today's picture of broadcast reception as developed by the Market Research Company of America under commission for the Columbia Broadcasting System. Special studies were also made by A. C. Nielsen for the project which was aimed at putting present day listening into focus. Vitally important in listening is the fact that one out of every three homes has more than one radio set and that two-set homes listen 62 minutes more a day than homes with a single receiver. This increased listening contributes to the all over increase of listening which is 4,600,000 hours per day. This has been made possible, in part, due to the fact that radio equipment in bad repair has been to a large degree replaced during 1 946. Half of the receivers manufactured in 1946, some 8,500,000 sets, found their way into American homes. They were bought as follows: Prosperous families Average families Poor families 50' , 40', 30' ; No economic segment acquired more than its share of the new equipment. The total hours of listening not only increased 4,600,000 hours per day in 1946 but today's total listening is 25 per cent higher than it was in 1944, actual total number of listening hours per day havingreached the staggering total of 150,800,000. Radio's circulation the hours that Mr. and Mrs. America and all the little Americans listen) has grown faster than the circulation of any other media, and since multiple-set homes are daily on the increase, the saturation point is far ahead. MR.SP0HS0R1 Ho* »s your sho« doing at the cash^'islcr FEATURED RADIO PROGRAMS INC. 247 Park Ave., New York 17 WICKERSHAM 2-2700 CBS f The Besf Buy in Central Iowa \ s J, J A Promotion -minded Station Backing, YOUR Program with • Car Cards • Magazines • Direct Mail • Newspapers • Movie Trailers • On the Air • Displays Promotion MURPHY BROADCASTING COMPANY 5000 WATTS -BASIC CBS Des Moines 9, Iowa Kingslty H. Murphy PRESIDENT George J. Higgini GENERAL MANAGER Heodlty-Rtid (o. NATIONAL REPRESENTATIVES 50 SPONSOR