Word: crossleys
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...critical standards of radio are as simple as a stone ax. The program that attracts the biggest audience is the best program. The highest accolade that radio can offer is conferred on aerial shows by a statistical organization, Cooperative Analysis of Broadcasting (Crossley). Last week C. A. B.'s Manager Alcuin Williams Lehman, in the pages of the trade journal Broadcasting-Broadcast Advertising, conferred radio's patents of nobility...
Aside from Franklin Roosevelt-who is rated an amateur-smooth-tongued, silver-haired, 46-year-old Funnyman Jack Benny is the biggest voice in radio. With a Crossley (Cooperative Analysis of Broadcasting) rating of 42.4, an estimated audience of 11,000,000 families, he is so important to General Foods, his sponsor, that the company devotes more than three-quarters of its advertising appropriation for Jell-O to his show. Just what it costs to ballyhoo Jell-O is something General Foods keeps under its hat. But no secret is the staggering gross that Benny will rake in this year...
Because his broadcast's Crossley rating shot up two points when John Barrymore guested for him, Bandmaster of Ceremonies Rudy Vallee made it permanent, announced that the "Great Profile" would rant & glower regularly on his program...
...with this pert questionnaire, Vox Pop offers its listeners interviews with cinema stars, politicos, "typical Americans," statistics on the number of one-armed paper hangers, wooden Indians and wooden covered bridges in the U. S. Although its formula is a bit musty, its competition fierce, Vox Pop has a Crossley rating of 10.8, sometimes attracts more than 1,000 letters a broadcast. Last week it headed confidently into its ninth year on the airwaves...
...network for Texas Co. opposite Eddie Cantor on NBC. This season, as Bristol-Myers' substitute for Allen, Cantor will be spurred on by a contract that calls for a flat $10,000 a week, an extra $200 for every point over 20 he registers with C. A. B. (Crossley). Whatever his incentive, the going will be tough. With only half the time on NBC that Allen has on CBS, Cantor will have to buck one of the most ingenious wags in the land...