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'ers and sellers of radio advertising
RADIO
VOL. 4 — NO. 9 SEPTEMBER
1960
35 CENTS
MARKET
P Quarter Outlook |i New Buying Trends
page 21
IS' HARD SELL
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page 3a
WHO radio continues
to dominate Iowa radio audience!
"Voice of the Middle West" serves America's 14th laraest radio market
SURVEYS have measured the Iowa radio audience for 23 consecutive years. A new 93-County Area* Pulse Survey proves — as have all the others — that 50,000Watt WHO Radio is again Iowa's most listened-to station.
Iowa radio families have again given WHO Radio a "clean sweep" with first place in every ueek-day quarter hour surveyed. Competition came from more than 85 other stations serving this area. In fact, 50,000Watt WHO Radio's audience outstrips that of the next two stations combined during the three major week-day broadcast segments (6 a.m. -Noon, Noon-6 p.m., 6 p.m.-10:30 p.m.).
But these ratings tell only part of the story. They represent only 72% (625,000 of 865,350) of the
radio families residing within WHO Radio's NCS No. 2 coverage area — America's l4th largest radio market. And in all this area, WHO Radio is an important voice!
WHO Radio reaches more people, more often and at less cost than any other station or combination of stations in Iowa. And, for a qualifying food or drug advertiser, WHO Radio offers Feature Merchandising services — operated and controlled by trained WHO Radio personnel. See your PGW Colonel about reaching cdl of Iowa plus lots more with WHO Radio!
*"Iowa PLUS' consists of the 137 counties in Iowa, Missouri, Illinois and Nebraska in which NCS No. 2 credits WHO Radio with 10?< penetration.
for Iowa PLUS!
Oes Moines
50,000 Watts
NBC AHiliate
WHO Radio is part of Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines; WOC-TV, Davenport
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Col. B. J. Palmer. President P. A. Lo>et, Resident Manager Robert H. Harter, Sales Manager
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