Sponsor (July-Dec 1953)

radio station's primary coverage area i» composed jf many parts that make up the whole. In the past, the immediate concern of mam stations has been their metropolitan or city area, generally measured monthly or hi-monthly by a rating service. But what about those people outside the metropolitan area, the uncounted ones that live — listen — and — buy? For example, in the WHDH primary coverage area, there are twenty-five counties with 1,423,500 radio homes. In the CITY AREA of Boston (which lies wholly within the 25 county area) there are five counties with 871,670 radio homes. Until now those 551,830 families in the other 20 counties have not been counted by the same organization which surveys the Boston listening habits. For the purposes of this analysis, the 25 county area will be called the TOTAL AREA; and the five county Metropolitan loston area will be called the CITY AREA. 'Figures for the Total Area are taken from the PllUe of WHDH Area. January 1953. Figure, for lite City Area are taken front Pulse of Boston. January-February 1953 H^H The TOTAL ARE \ I which includes the CITY AREA) is the mosl important area in the jour New England Male ol Maim-. New Hampshire. Massachusetts and Rhode Island because it represent-: <u' , * oi the t-it it ol over 10,000 population 71%* "l the i"i;il population 67%* of the families and * of the purchasing power of these states i \rronliii« to Standard Rate and Data Service Consumer Markets, 1951-1952, these people bought over FIVE WD V THIRD BILLION DOLLARS WORTH of Retail Goods.) Carrying it even Further to the six New England States, this 25 count) area contains: 527c* of the cities of over 10,000 population of the total population and 53.7%** of the purchasing power of all New England. To this area — its bays, its beaches, its streams, and ponds — come an average of 000.000 additional people a da\ during the summer months. 1 his brings the population up to 5.598,974. This is an area that knows no buying hiatus. This is an area of importance to everyone who has a product to sell! *U. S. Census 1950 "Standard Rale and Data Service « ..n -ihu.t Markets 1951-1952. To verify the continuing effectiveness of Radio, PULSE, INC. was employed to extend the Pulse of Boston five county survey to the twenty-five counties, and to conduct this TOTAL AREA survey in the same way as the normal Pulse of Boston is conducted so that the CITY ratings and the TOTAL AREA ratings might be compared, (ft is impossible to do this with a different type of survey for the TOTAL AREA as opposed to the Pulse of Boston for the CITY AREA.) The interviews were conducted in the following 25 counties with the percent of interviews per county being exactly the same as the percent of the county's population as applied to the Area. % OF INTERVIEWS COUNTY 70 ur INI Si POPUL MAINE Cumberland 3 Knox % Lincoln % Sagadahoc % York 2 MASSACHUSETTS Barnstable 1 Bristol 8 Dukes Vj Essex 10 Middlesex 21 Nantucket % Norfolk 8 Plymouth 4 Suffolk 18 Worcester 2 NEW HAMPSHIRE Belknap % Hillsboro 3 Merrimack 1 Rockingham 1 Strafford 1 RHODE ISLAND Bristol v-i Kent i Newport i Providence ii Washington % TOTAL lOO We realize th this is not tin coverage area of every Boston radio station, but it is the New England are with which advertisers sho he concerned. Therefore, wc arc taking the liberty of seeing the effect which Major Boston stations have on this important area.