Radio: Who Listens to What?

U.S. advertisers, who spend some $200,000,000 a year trying to persuade people to buy things, have never been quite sure what they were getting for their money, who was listening to their programs or for how long. Even replies to questions asked of radio listeners are not conclusive (few people watch their own radio habits like hawks). But last week the radio industry—for a price—had a good chance of increasing considerably its knowledge of its audiences.

Chicago's A. C. Nielsen Co., whose food, drug and liquor indexes are gospel to U.S. merchandisers,...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

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