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25,000 entries were sent to WWDC and WWDC-FM when they sponsored an "identify Mr. FM" contest. It made Washington FM-conscious
Who Listens to Ml
FM fans proved
the same as AM dialers
H| jH{|| Most buyers of FM and AM' •■•■■•r^ FM radios are not primarily music lovers. Some don't even buy their FM instruments because of their static-free qualities. They're just ordinary dialers who want to hear a specific program on FM that they can't hear on a standard AM station. Many people, of course, are buying AM-FM radios because they want to hear clearly. Despite all the surveys of coverage made by the networks and clear channel stations, there are still great areas of the United States in which it is not possible to hear AM stations.
Qualitative information about FM audiences is comparatively sparse. Most FM station operators have limited budgets and these budgets have very little
MARCH 1948
leeway for research of any variety. Most stations haven't even analyzed, qualitatively, their musical request mail. They have used this mail to prove that they have listeners just as AM stations used mail during the pre-BMB, pre-Hooper, pre-Nielsen audimeter days.
In order to determine the ratio of mail to sets sold in the WIZZ (Wilkes-Barre, Pennsylvania) area, Dick Evans, president of the operating company, devised a pat formula. When a listener to WIZZ phones or writes the station, he is queried on where his set was bought. The station then checks the dealer on the number of FM receivers he has sold. In the WIZZ area the ratio of listener inquiries to receivers sold has been 50 to 1.
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