Radio: The Inattentive Audience

About two-thirds of radio families do not use their receivers during the average quarter-hour of the average day.

—Audience Surveys, Inc.

What on earth could be interesting enough to keep people away from their radios? Audience Surveys recently tried to find out by asking Boston housewives why they didn't listen from 5 to 9 a.m. Some 54% said that they were just too busy sleeping or working at those hours. Other replies:

"I used to listen until I burned the food several times."

"It makes me nervous."

"It's been raining and I did not care to hear about the weather."

"I never thought of it."

"I have some...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!