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Mister Plus, our foot-loose mascot, has often scaled high places to explore the towering advantages of network radio. Especially Mutuars. He now plunges into the question of cost-per-thousand pcffottruiticc and takes some ; doeprsea soundings which sound just fine. Vety especially Mutuars. On the over-all record for ’53 (as logged by Nielsen, jan.-Nov., that is), the average cost-per-thousand of all evening commercials on all radio networks is low ... deep-down proof of the economy which no other medium can match. And which network hits bottom, in this year-round, low-man tourney? Well, the diver on the right is Mister Plus, with a score for Mutual that is 19% lower than the average for the other three networks, and 12% to 24% lower than any one of them! You will observe that Mister Plus works with a different sort of gear— * ' / ' v just as the Mutual Network itself differs from the others. We differ in coverage patterns, for instance, with nearly twice as many stations as anybody else. We also differ in program ideas for listeners, and in profit ideas for sponsors. Typical Sponsors Using MBS at Night AMERICAN HOME PRODUCTS CHEVROLET These facts explain why more clients than ever are now enjoying lower costs than ever in Mutual waters-actual audience-delivery costs as low as $1.24? per thousand homes! (And that $1.24 includes time and talent, of course.) True, we are virtually sold out from 7:30 to 9:15 pm, but there’s prime time available for your nets, day or night. not set your course COCA-COLA DODGE JOHNS-MANVILLE Jacques kreisler LIGGETT Ac MYERS DEEPFREEZE MILLER BREWING MUTUAL BENEFIT PROCTER Ac GAMBLE R. J. REYNOLDS S. 0« 8. STATE FARM INSURANCE UNION PHARMACEUTICAL LO 4-8000......NEW YORK WH 4-S060........ CHICAGO HO 2-2133...LOS ANGELES *Nielsen Rating Basis .