1937-05-21 — Page 32

The Case For Local Radio

Revelations In

HIS is perhaps the most ex-

Thausting survey ever made.

on the subject of what is famil- iarly known As "Marconi's Folly."

Other surveys have been made, to be sure. Citizens have Leen called to the phone in the dead of night—have been torn from their tables; called 'away from household duties to be asked "What radio programme are you listening to now?" Then a percentage is computed which is supposed to indicate a pro- gramme's popularity. If the per- centage is high enough this sur- vey is mentioned to the sponsor; if not, it is forgotten.

But obviously there are many loopholes in the telephone type of survey.

For instance, the surveyor may be given a wrong number or no number at all. Other people flatly lie about things--and again the survey suffers.

In this survey we have sur- veyed the listening public as it has never been surveyed before! In their homes, face to face! In Pullman cars, lobbies of great hotels, street cars and insane' asylums.

With bicycles, motor cars, dog sledges and on foot, our investi- to gators went out, determined learn at last, once and for all, who, what, where, and why America listens to radio.

Think of it! A true cross sec- tion of the listening public! How invaluable to science! How price- less to sponsors! How appealing to survey fans!

But back to the enthralling story.

Equipped with lie detectors, and plenty of pins, our investiga- tors set forth. Those surveyed were first pinned down, then the lie detectors attached., Doors were barred, and the grilling began. No one was released until he or she had answered all the ques- tions truthfully and completely.

In the interests of brevity wen append the list of questions, to- gether with a resume of their answers:

Question No. 1–Do you own a radiof

In the majority of cases the answer. "WAR yes-but when pressure Was brought to bear, eighty per cent admitted they had made only the down payment.

AL

Question No. 2-Why did you purchase a radio?

Here was a divergence of answers, the most consistent be- ing: (a) won it on raffle; took it in on trade for dental

(b)..

work: (c) bought set while drunk; (d) former tenants left it in house.

4 Question No. 5-If you did not have a radio what would you miss most?

The neighbour pounding up. ataira, was the general answer.

Expert Survey

Question No.: 4-What is your favourite day of the week?

Sunday was given in most

cases..

Question No. 5-Why is it your favourite day?

97.4 per cent. favoured it be carse they didn't have to work.

Question No. 6--What is your preferred time of the day?

In the majority of cases the answer was "dinner time,” al- though some preferred bedtime..

•

At this point in each survey, the questions departed from the general and approached the speci- flc. The lie detector was turned on full force and the investiga- tor's vigilance was on the qui vive, as in many cases interrogees attempted to squirm out of the window.

Question No 7-Do radio comedians?

you like

Eighty per cent. said they could not tell as their sets were equipped to receive only Z.B.W. broadcasting.

Question No. &-Who are the following: (a) Alexander Wooll- cott, (b) Jack Benny, (c) Grace. Moore, (d) Fred Allen, (e) Lily Pons!

These answers ranked highest: (a) A chain of ten-cent stores. (b) The Preakness favourite. (c) A famous Irish poet. (d) Infielder with the Brook- lyn Dodgers.-

(e) A small body of with floating flowers.

water,

differen-

Question No. 9-As tiated from musical programmes on the air what is your favourite team, such as Amos n' Andy Burns and Allen, Vic and Sade, Molasses and January, etc.?.

73.2 per cent. said, Black and White.

Question No. 10-Who is your favourite announcer?

Harpo Marx was the outstand- ing choice..

Questión No. 11---Has radio raised your standard of living?

Although this is a nebulous question, the general consensus of opinion" showed that 91.8 per cent. were now buying twice as many things they could not afford as they could not afford five years ago.

Broken down still further, these impressive statistica indicate three basic trends in radio listen- ing habits. They are

1. Thirty-five per cent. of the public is colour blind in one eye, thus opening a totally new field of radio entertainment of which the aurface has scarcely been scratched.

2. Approximately half the radio audience is female. This number is increasing at an alarm- ing rate.

3. Duck has slipped from third place to sixth as piece de restat- ance of Sunday dinners, due to its sentimental association

with the children.

These are the questions and the trends the Wuppermann survoy Bet out to answer and find out about.

THE CHINA MAIL FRIDAY SUPPLEMENT, MAY 21, 1937

Boys have a gay time at Repulsé ("Mail" Bay in charge of a boat. photo).

Snapped on the beach. (“Mail”“” photo).

The Rt. Rev. R. O. Hall, Bishop of Victoria, pictured with Bishop. Mok of Canton on Wednesday, on the occasion the opening of the CM.S. Heep Yunn School at Kowloon City. (“China Mail" photo).

of

RHODESIAN CLARK GABLES IN UNIFORM

Ꮮ

Stir Sarahs And Susans From

John O'Groats To Land's End

蹲

ONDON girls have fallen for

the stalwart Rhodesiana":

whose arrival for the Coronation and march through London in tropical uniform. greatly impress- ed the crowds.

One paper which published pictures of the Rhodesians states that "fan" letters have since poured into the office.

In these letters two dozen Marys suggested meeting un- der the clock....... at the Horse Guards Parade, twenty Joans favoured a modest correspon- dence, "Pixie of Holloway** wished bluntly to meet one or many of these "conquering Co- lonials," "Two Young Ladies" said- they would like the names and addresses of Rhodesian soldiers who are looking for English wives, and there were Alices, Gladyses, Saraha and- Susana from John o'Groats to Land's End, all curious about these Clark Gables in uniform.

*

**Well.

if

WOMAN'S LEAGUE OF HEALTH AND BEAUTY: you study this grip carefully, no man will be able to kiss you.”