Radio: How Many Listeners?

One of radio's newest and freshest programs, Request Performance (TIME, Feb. 11), was sacked last week by Campbell's Soup, effective April 21. Reason: the show's Hooper and Crossley ratings were not high enough.

The New York Times's Radio Editor Jack Gould wrote: "Ratings are perhaps the biggest cross that radio has to bear and now would be a fine time to heave them out."

Veteran Critic Gould knew he was attacking one of radio's most firmly entrenched practices. Sponsors and agencies, broadcasters and performers are much more concerned with the size of the audience than with the quality of the show. Said Gould:...

Want the full story?

Subscribe Now

Subscribe
Subscribe

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 TIME.com

Learn more about the benefits of being a TIME subscriber

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