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// You Want to Make a Lot of Stops,
lake a Local
(You Meet Lots More People That Way!)
Don't take a "limited" through this vast, important South Florida Market...get in all the stops! Call our Rep ...The Boiling Company... and let them plan your sales itinerary for the big season ahead via WIOD. That's the sales route most of the local boys are taking. They ought to know. ..they're on the spot to check results. And, they're mighty happy, too !
JAMES M leGATE, General Manager
5,000 WATTS • 610
MIDWEST ADDRESS
CBS
WNAX
570
YANKTON — SIOUX CITY
Mr. Terry Clyne
The Diow Co.
New York City
Dear Terry: Jest a line frum all uv us at WCHS
in Charleston, West Virginny, ter wish ever one a Happy New Year! We hope yers'll be happy, 'cause arrs down here is shore ter be. Bizness here in tK home town uv WCHS has been aboominall durin 1951, an' ever thin points ter an even bigger 1952! So Terry, when yer lookin' fer a good market an a good station next Year, jest keep WCHS in IOTMERk)) if mind! An'mem
^OUPj» II ber, WCHS gives
ters in this here V top market then all lh' other four stations in town put tergether! Happy New Year!
Yrs.
I
WCHS Charleston, W. Va.
radio-TV homes were being used. Where, in a radio family, virtually half of the listening is done in the living room, in a radio-TV family a good half of the listening is done in the kitchen, with most of it (52%) being done by the woman of the house. In radio-only homes, about a quarter of the listening is done in the kitchen; in radio-TV homes about a quarter is done in the living room. The center of radio listening, in other words, has moved in with the kitchen stove and the refrigerator. (For full details, see chart p. — .)
First of all, this is important to an advertiser because, in normal rating methods (Hooper, Nielsen, etc.) this outside-the-living-room radio listening has been underrated and improperly measured.
Secondly, with radio becoming as much a matter of kitchen procedure as the cheerful rattle of pots and pans, radio at all hours becomes a more potent weapon to sell everything from soap to cigarettes to the American housewife.
2. Advertest 's TV vs. Radio ThreeYear Comparisons:
Having probed deeply into family listening and viewing habits with a New York-New Jersey panel of between 452 and 512 families back in 1949 and again in 1950, Advertest Research, Inc. did it again last month. Using many of the same TV homes (where TV has been for 31 months or more), Advertest produced one of the first reallv good studies of what happens in TV families on a long-range basis. (The earlier Advertest studies have been reported in sponsor, see 4 December 1950, p. 29.) The homes were weighted to provide a scientific cross-section of TV homes by length of set ownership.
The key finding: "Once they have been established, habits as to the amount of viewing and listening are subject only to minor adjustments."
In an adman's terms, once the TV set is absorbed as a family routine, the looking and listening patterns soon become virtually fixed. In the latest (November 1951) Advertest probe into TV home life, the "minor adjustment" has been in radio's favor.
Even though TV shows are more plentiful, more expensive, and more varied in the New York-New Jersey area now than in 1949 (May), radio has gained a bit.
In the "before TV" days, Advertest
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