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WSM APPLIANCES?
In ten years the electrified farms in the WSM region have increased 794%. That's a market.
It's a market for appliances/ for home and farm — appliances which/ in addition to their own trademarks, bear an invisible label — the stamp of approval our listeners automatically attach to products advertised over WSM. Our 7^2 million have come to accept as gospel the statements that ride our 50,000 watt, clear*channel signal.
This confidence is the force that opens the gates to this market for our sponsors.
WSM
NASHVILLE
HARRY STONt, 6«n. Mgr., IRVING WAUCH, Com. Mgr. • tDWARO PtTRY A CO., Nat'l R*p. SO, 000 WATTS • CLEAR CHANNEL • 6S0 KILOCYCLES • NBC AFFILIATE
52
TEEN-AGERS LIKE MYSTERIES
(.Mutinuedjrom page 29) year-olds (the span covered in the survey) were in rated order:
Suspense (CBS)
Inuer Sanctum (CBS)
Sam Spade fCBSj
The Whistler (CBS)
Fat Man (ABC)
The Clock (ABC)
Escape (CBS)
Molle Mystery (NBC)
Thin Man*
Murder & Mr. Malone (ABC)
Mr. and Mrs. North (CBS)
House of Mystery (MBS)
The Shadow (MBS)
Mysterious Traveler (MBSj
Crmie Photographer (CBS)
* .\ow off the air.
Since House of Mystery was the focal interest of the advertising agency paying the bills of the research study, there was more detailed delving concerning it on the part of the young researchers of the Metropolitan Youth Survey organization than there was on other programs. They uncovered the fact that 54% of the respondents listened to HOM and 46% did not. However, only 13.5% of those who listened did so every week. Less than half (49.6%) listened "often," and 36.9% listened "occasionally." There was nothing in the report to indicate the frequency of listening which "often" and "occasionally" represented.
When queried on the reasons why they liked or disliked the program, the re.spondents focused on two of the same factors for both liking and disliking. They disliked the program because they "don't like mystery." They liked it because it was "full of mystery." They disliked it because it had "not enough suspense." They liked it because it was "full of suspense."
Negatives called the program "childish." The affirmatives labeled it "interesting."
Of the total panel of 257, 88.5% indicated that the> listened to m\stery programs, with 56.8% of these who listen to mysteries indicating that they listen frequently (at least every other broadcast of their favorites).
Although their parents may wish that they didn't tune thrillers as often as they do, 94.4% of the respondents stated that there was no parental objection to their program choices. And they all stated that they'd listen, whether their parents objected or not.
Which might be construed as bringing home a certain responsibility to sponsors and broadcasters of mystery tales. * ♦ ♦
SPONSOR
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