Radio: How Many Listeners?

"Radio exists," says Claude Ernest Hooper, "only in its statistics." There is every reason why he should say so: Hooper is Radio's No. 1 Statistician. On the basis of his reports, radio men hire & fire talent, buy & sell time, and set their watches.

Last week, confident of his hold on the industry, Mr. Hooper announced a boost in prices, as of July 1. Hooper's fortnightly "telephone coincidental" surveys will cost subscribers an average 15% more.

Biggest howls came from the four networks, whose bills will be doubled (from $2,700 to $5,400 monthly). The Statistician had a ready answer: the networks, with...

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