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THE great majority of people never had to rediscover Radio, they never lost it.
As examples of just how tenaciously people have stayed with Radio, here are a few truly fabulous figures. Since January of 1946 — just after the end of the war — until this fall, the people of America bought over 96 million Radios. In other words about 90% of the 110 million Radio sets in the nation are postwar models. The rate of purchase of Radio sets continues, this year as last year, to outstrip the purchase of Television sets by two to one. People have bought — and are buying— Radio sets not just for the many different rooms in their homes, they've bought them for their cars. Over 90% of all postwar autos are equipped with Radios. Or to take a bedroom look at the medium, about 10 million people wake up in the morning to clock Radios!
Not only have people bought this astounding number of postwar Radios, they have spent an equally astounding amount of money in so doing. If we figure the average Radio costs $40, the public has invested, since the war, almost four billion dollars in Radio sets.
The
REDISCOVERY
of
RADIO
90% of America's 110 million Radio sets are post war models. People spend more time each average day with Radio than with magazines, newspapers and Television combined. The vice-president of network sales, CBS Radio, tells why Radio is a more effective and efficient advertising medium than people had believed.
By JOHN J. KAROL
They did not buy them for orna' ments. They bought them to use . . . to listen to. And survey after survey shows that people spend more time listening to Radio than they spend with any other advertising medium. In fact, most research data show that people spend more time each average day with Radio than with magazines, newspapers and Television combined.
IN Television areas, it is now an ac' cepted fact that daytime Radio is by far the most widely used and efficient advertising medium. So ad' vertiser faith in daytime Radio has continued. If anything, it has increased. However, this same faith has not been displayed by all advertisers