An analysis of over 3,000,000 inquiries received by 98 firms from 2,339 magazine advertisements,

This study contains text and charts illustrating radio ownership in urban and rural settings, the rental value of the home in which the radio owner lives, the occupation of the head of the family, the frequency of listening, kinds of programs preferred, family use of radio, number of radios owned, length of time owned, and more. This survey was not intended to be an objective research project; instead, it was designed as a promotional piece to persuade advertisers to use radio. When it was issued, the study was marked "Confidential and for Private Use Only."


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