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Wednesday, July 25, 1956 PfiRIEfi’ &Z 1 .: i . A GUARANTEED NUMBER OF COMMERCIAL IMPRESSIONS FOR EVERY DOLLAR YOU INVEST ON THE MUTUAL NETWORK For over two decades, Mutual has built a tradition of fine entertainment for its audiences—delivered with utmost efficiency for its advertisers. A mature and experienced advertising medium, Mutual has reached a time- tested conclusion of fundamental importance. Namely, the speculation taken for granted in some media placement is avoidable in network radio. With full confidence in the strength of its facilities, and faith in the future of network radio,* Mutual welcomes the opportunity to underwrite your adver¬ tising investment. Replacing supposition with certainty, you need no longer depend on estimated ratings or anticipated readership of your product advertising. Now, for the first time in the history of major media, you can advertise your products to an audience whose size is predetermined—and whose cost-per- thousand commercial impressions is guaranteed . For the advertiser, this plan delivers network radio’s low cost mass appeal and high-frequency impact, supported by a specific minimum guarantee. For the agency, it furnishes a mpre businesslike basis for recommendations. The specifics are even more attractive than this general offer. In all fair¬ ness to your product, or your client’s product, call, write or wire the Mutual Sales Department at once. MUTUAL BROADCASTING SYSTEM WORLD’S LARGEST NETWORK wBss&x}:?* 1440 Broadway 21 Brookline A venue Tribune Tower 1313 North Vine Street New York 18, New York Boston 15. Massachusetts Chicago 11, Illinois Hollywood 28, California LOngacre 4-8000 Commonwealth 6-0800 WHUehall 4-5060 Hollywood 2-2133 V-"' -■''If '""4 'iMm