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SPOT RADIO
. continued
The big K is 50,000 wait
KSL radio, the best seller in the
big and booming greater Salt Lake
Market. It's a market that includes
KSL.s leadership in metropolitan areas
as well as dominance of the eager-to-buy
thousands in smaller cities and towns,
a market area of 1,671,200 people.
It's 111 counties! in 8 states where
people are reached and sold by
KSL radio.
BEST SELLER
thebigCKSL RADIO
50,000 WATTS CBS for the Mountain West Represented by CBS Radio Spot Sales
Reaches and sells a GREATER SALT LAKE!
Q. What fresh evidence turned up in the last year may lead clients into spreading out beyond the traffic hours?
A. An A. ('.. Nielsen Co. survey in 1956 on how the radio audience accumulates Mondays through Frida\> showed that about as mam homes are reached in a week between 6 p.m. and 9 p.m. as are reached between 6 a.m. and 9 a.m.
• John Blair & Co., working from a 1950 Pulse study of eight major markets, discovered that about 23' < more housewives can be reached b\ radio at 2 p.m. than at 7 a.m. (and they're not -pilling cereal and burning toast then either I .
• Albert Shepard. executive vice president of Institute for Motivational Research, told SPONSOR that. "\ erv effective advertising may still fall short of full effectiveness because it lacks a follow-up." He said I MR studies show that the advertiser who ha announcements in traffic hours had better follow up with others in non-traffic hours if he wants an "action trigger" to set off the response pattern between commercial, consumer and product.
• Success stories from such clients as American Airlines which uses midnight through dawn radio. GMAC which saturates week ends, and Seaboard Finance which goes into all slots are proving that all time is prime time.
• Auto traffic studies show that commuting workers are not on the roads only between 7 and 9 a.m. and 4 to 6 p.m. In many markets such as San Diego, Shreveport. South Bend, Syracuse and Tulsa, the majority of factory workers are already punched in on the job by 7 a.m. They are driving home between 3 and 4 p.m. "Prime time" announcements miss them completely.
• An A. C. Nielsen \RI-NSI autoplus summary report for early winter 1956 showed that at 8 p.m. about 4.7 million homes were tuned to radio along with about 1.5 million cars, with an average of two listeners per car.
• Another Nielsen study on radio and tv homes reached in a week during March 1956. demonstrated that between 8 and 9 p.m. 16.5 million homes used radio against 33.5 million tv. Thus in "tv time" about half as many people are listening as are watching. But the cost differential is far and awa\ greater.
• CBS Radio Spot Sales has come up with evidence of a substantial bonus
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TV AND RADIO BASICS