Radio: Half Year Box Scores

In 1936 The Literary Digest mailed a questionnaire to find out whether U. S. citizens preferred Roosevelt or Landon. The answer was Landon, who carried Maine & Vermont. Prominent among those grilled: telephone subscribers. Nobody knows whether telephone subscribers are similarly at odds with the rest of the people in their preferences for radio shows. The radio industry thinks not. It depends for estimates of the popularity of its programs largely upon the Cooperative Analysis of Broadcasting, which gathers material for its statistical studies solely by telephone queries. Last week radio bigwigs pored...