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DUCED COMMERCIALS. SEE SAMPLES, RIGHT
of factual evidence radio's researchers have been compiling ever since television put the pressure on radio to sell hard. He had facts, among others, on the vast number of radio's families, on set sales, multiple-set homes, clock radios, car radios, the comparison of radios-per-home vs. beds-per-home, even tractor radios. This was the raw ammunition— the product's selling points.
For the system-cue series starting in December. Bristol had the facts shaped into six announcements of 20 words or fewer. Each hit one basic point about radio in general, then sold CBS as "listened to most."
From 8 December when the svstemcue campaign started through 1 May. George Bristol estimates CBS made 5,400.000.000 listener impressions. His arithmetic:
• There were 60 system cues per week.
• Ratings showed that on the average each reached 5' '< of U. S. families.
• That multiplies out to "300'/r of U.S. families," or 135,000.000 families.
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These are three oi attention-arresting eotntnereials whieh self radio's sates power hg relating eolil I'aets to erergdag life
ACTOR 1 : Hello, operator — / want to call every phone in America! ACTRESS 1 : One moment. Deposit four million five hundred sixty-three thousand six hundred dollars please. SOUND: DIMES START ALSO QUARTERS ACTOR 2: Don t waste your money, brother. Twice as many homes have radio as phones. You can buy a half hour with three minutes of commercials for a fraction <>) the cost . . . ACTOR 1 : You cany Operator — cancel the call!! SOUND: CASCADE OF MONEY
ACTOR 1 : (RR Station Echo Bit) All aboard for Chicago, Philadelphia, Los Angeles, Detroit, Baltimore, Cleveland, St. Louis. Washington, and Boston . . .
ACTOR 2: Nine of the ten biggest cities in the
United States. And yet there are more people listening to the radio this instant than the total of their combined populations. Like to move in on them ? Take the radio special . . .
ACTOR 1 : B-o-o-o-o-a-a-r-r-d!
ACTOR 1 : Boy — I'd like a good American cup
of coffee! ACTOR 2: Knock on almost any door. Almost forty
three million homes hare packaged
coffee in their kitchens. ACTOR 3: I'd like a good American radio. H hat
are my chances? ACTOR 2: Even better . . . there are more radio
homes than coffee homes. ACTOR 1 : More radio homes? ACTOR 2: Almost forty-fire million . . . ACTOR 3: Let's play a brand neiv record for all
of 'em . . .
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18 MAY 1953
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