Variety (April 1953)

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41 Oamplers of buckram and wool used to hang around the parlor. Samplers of radio audiences also used to hang around s the parlor—but like good statisticians, they too are changing with the times, because... Of the 100 milliQii new radios America has bought X in just the last seven years , three times as many sets are now outside the living room as in it. Some 20 million, for example, are now in bedrooms. 14 million in kitchens. And close to 25 million in that home-away-from-home, the family car. No other medium reaches out to so many people—no matter who they are, where.they are, or what they’re doing. And even though listening to these 59 million “extra” sets has yet to be fully figured in, radio’s cost-per-thousand still comes out the lowest of any media. So for any advertiser, the additional coverage- on the road and in the home—is gravy. Everywhere there’s radio. And most of it is CBS Radio. X CBS Radio is the only network ever to have all of the most popular programs, day and night. And because CBS Radio programs go into more homes (and get more i hours of attention in both television and non-television areas) CBS Radio advertisers reach prospects at a cost-per-thousand rate that’s 16% lower than on any other network. If you’re building your product a bigger home, * shape your plans around the network where America listens most ... CBS RADIO NEffwORK^M I