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Because of programs such as"Gunsmoke" (and Jack Benny and daytime serials, Arthur Godfrey and CBS News) . ..Harvard College became a network radio advertiser the other night, sponsoring an hour-long special broadcast, "The Case for the College," over the full CBS Radio Network.
Its purpose, as Harvard's President Pusey put it : ". . . to call attention both to Harvard's ambitious plan and to the great needs of all our American colleges."
To call attention. Where else in radio would Harvard be as sure of getting it as from CBS Radio Network audiences? The programs are not designed to do homework or income taxes by. The entire network schedule, Godfrey to "Gunsmoke,"
THIS
IS
NOT RADIO
TO
DO HOMEWORK
BY
each program in its own way, requires listeners to listen. They expect to give their attention ... or else they don't tune in.
That's why Harvard, with its dramatic appeal for funds, came to CBS Radio. Just as the country's leading advertisers do. For the head start that audience-attention gives to sales effectiveness. And for the authority and importance that only attention-getting radio can generate.
Significantly, these program qualities work best for the listeners, too.
Year after year, the CBS Radio Network schedule gathers the largest audiences in all radio. Audiences in the habit of paying attention. Here is the first essential for selling a product, a service, an idea.
E CBS RADIO NETWORK
Where you reach 50 per cent more listeners in the average commercial minute