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Wednesday, August 23, 1939 VARIETY 35 CSS 87: i,""'»s 'OlQ 23,777,600<..>listen regularly to CBS (we mean U. S. Radio Families) ...the largest radio network audience in the world^ ... It's 2%... 10%.. . maybe 20*y!t larger than any other network's. We don't quite know—because it was meas- ured^before a striking and decisive shift in the balance of network power. In 1937 and 1938, CBS piil llirongli a repean h sieve 72.7% of all urban V. S. radio families — and 100% of all rural II. S. radio families. It look six times as many nationwide per- sonal interviews as ForUine or Dr. (iailup ordi- narily use —with calls carefidiy disli-ihuled liy incomes, in every geographic area. The research workers proved vvliat adver- tisers already knew. No great "proniolional" margin of leadership for any network, but a neal andsloady 2fc lead for CBS over the second best, network —in 1938! Here arc the figures: But thai xvas yesterday! People in radio know what's happened in the last 12 months —and what's happening slill —(o change the halance of "network"' coverage, for anyhody's money! In other words, tlicse studies were made before the FCC rc-estahlished a maximum of .^0,000 walls (instead of .>00,000) for any station in the V. S. And —\liey were made before CBS abided SIX new .■>0,000 watt stations to the Columbia iVelwork for Fall '39 advertisers. This striking shift in the halance of power makes yesterday's lea<l of 2% for CBS just a flurry of snow hefore a snow slide! Because an avalanche of change in network power, net- work listening aiul network prestige has fol- lowc<l on its heels! No wonder we're a little vague, today, on exactly how much larger Columbia's audience is than any other net- work's. Mayhe it's 10% ...even 20%! We don't know. Bui this you can be sure of: ■1^ CBS delivers more actual listeners for the advertiser's dollar than any other net- ivork. ll did so last year. It does so this ye<tr. It will do so by still bigger odds through 1939 and 19401 Proof of this comes from the people most con- cerned with complete network coverage—Amer- ica's largest advertisers—whose own exhaustive research checks and double checks every radio dollar they upend: Each year, for SIX years without a break, more of ihe^ country's largest advertisers have used CBS than any other nettvork! It's safe to put your money, with theirs, on the fact the world's largest network regularly deliv- ers more families than any other/ Moft of you lo/io read this adeerlisement will knoto ic/iy it icuM leritten. To thote teho do not, may tern iip^ilof^ixK for the "faintly competitive" note it ttrikei — jiixt to keep tlie record straight. THE COLUMBIA BROAOCASTING SYSTEM