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In sponsor's Radio Basics section, which has gained acceptance as the industry's primer on the subject, are charted the outstanding facts coacerning radio and its use in the fall of this year. In an easy-to-follow progression, the advertiser and his agency will learn from the section's charts and tables just what the dimensions and scope of radio really are.
Starting with the latest facts on the number of U.S. radio sets and homes, he'll learn how these sets are distributed about the homes in outside-the-living-room locations, how much listening is done over-all and how much is added by the growing number of out-of-home radio receivers.
Radio's circulation vs. other media, differences in listening hour-by-hour, seasonal variations in listening and radio ratings, cost-per-1,000 figures, spot radio costs — all these are detailed — and analyzed where necessary.
Networks, stations, station representatives, agencies, and independent research firms have contributed to this section which gives the advertiser truly "basic" data as well as some of the most up-to-date and advanced research findings. To locate the different topics covered, use the index at right, although sponsor advises a start-at-the-beginning reading.
14 JULY 1952
I Dimensions of radio's audience
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II Radio listening habits / f / »
III Cost of radio advertising'
IV IC.-iilio's billings
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V Kadio vs. TV coverage t »ha • in TV cities
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VI Where in-home listen g. ing is clone
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