U. S. Radio (Oct 1957-Dec 1958)

RADIO RESEARCH (Cont'd from p. 17) gory includes attic, airplane, bicycle, boat, chicken house, cave, doctor's office, fire tower, greenhouse, prison camp, s\\amp, telephone booth and tractor. Contest announcements were scattered throughout the \VliT schedule from 5:15 a.m. to 1:15 a.m. over a two-\\eek period. Another example of what stations are doing and can do to examine qualitatively their audience is illustrated by \V'GY Schenedadv. \. V. Also as part of a contest. 1.107 de tailed cpiestionnaires were mailed to women who had entered a game on the Martha Brooks Show (9:15 to 10 a.m. weekdays) . .\ total of -188, or 41.08 percent, of the questionnaires were retmned. .\mong the things WGY was able to learn about the listeners to this program were percentage breakdowns on age, ranges of annual income, marital status, educational level, si/e of family, sex of children and age of children. In addition to tliis personal data, the station aKo iiKpiired as to tlie , r\i i_^\ r > Pulse y^admitted Alaska 3 years ago! And-'PulseN xjutside the U. S. A. employs standard Pulse techniques ori^nated 17^ years ago — used in Alaska and in^ 222 U. S. markets last year ^ j Naturally Pulse's trained interview specialists "speak the language"-have a special grasp of local conditions. For Pulse interviewing in the home is done by women who live nearby. No phone calls, no mailings, no "traveling crews." Solid — mature, responsible probing. Therefore, if you are interested in our newest, proudest 49th state, with its high standard of living, amazing income, startling growth, possibly Pulse can serve you. With standard data for television and radio or for special research assignments-the complete facilities of the Pulse International Division are at your disposal. For instance, interviewing in Puerto Rico and Mexico is conducted by a Spanish-speaking staff; in Hawaii Pulse interviewers are adept in dealing with the 85'^c of the population that is non-Caucasian — Japanese, Filipino, Chinese, Hawaiian, etc. We invite your inquiry, can serve you abroad with the same high standards that prevail in our U. S. operations. TELEVISION AND RADIO T-iT^a r<TTcacig> standard Pulse Data and Special Studies Just phone for facts: INTERNATIONAL DIVISION JUdson 6-3S16 -JO FlfTH A\£.Vl'£ .V£\l' VOBK ;9, .NEW VOflK ULSE, Inc. LOS ASCELES ■ CHICAGO ■ LOSDOS radio listening habits of its female audience. WGY discovered where in the house its audience is listening and what the listener is doing at the moment; it iound out how many ilays of the week listeners time in to Martha Brooks and wli.u feaures of the show are prelened. .\nu)ng olhei' things, WCiV also learned how long its listeners have been tuning in to the show: what products or services advertised on the show did they buy, and does the iuisband or a male relative also listen. Specific Results -Specificalh. the station kaiiied that 59.7 ])ercent ol listeners to this program are between the ages ol 20 and 11; 81.9 jjerfent ol the lemale audience is married; ihe laigesi ^ingle share, 36.8 jjercent, had an annual income ol between ,'$.S,000 ;uid S5,000 while the next largest share, 2().(j percent, had an income of between S5,000 and .S7,000. Most of the women who replied to the siuvey, 70. -5 percent, geneiaily listen to Martha Brooks in the kitchen. The remainder generally listen in: the living room, 10.8 percent; l)edroom, 5.1 percent; dining room, 1.7 percent; barn, .1 percent, and Ijasement. .1 ]jercent. Tlie largest single share of women, 30.1 percent, are doing dishes while the next largest share, 22.7 percent, are ironing. Other listentime activities include: laimdeiing, 19.2 percent; cleaning and dusting, 10.5 percent; baking, 2.3 percent; bathing the baby, 2 percent; chiving, 1.9 percent, among other acti\ities. .\boiU fi.fi percent of the listeners declare they are 'just listening." The increasing attention being paid radio research, on both the national and local levels, is indicative of the need to keep pace in measuring the expanding medium. \cw steps are l)eing taken to produce additional data that will linther enhance radio's role as the mass inedium. • • • Kdsi , . rodio ^: , ■■, in Deny^r ■'■■ KOSI KOBY GET ACTION! kOBY ' radio ■' :in San Francisco. SEE YOUR RETRY MAN Mici-America Broadcasting Company U. S. RADIO • September l'J58