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Dim's Rfvirw for May 1038

Two Charts Illustrating the Importance of a Zero Line. III 'III' Hill Mill Hi

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GRAPHIC CHARTS IN ADVERTISING

LOOK TO TOUR SALES MILEAGE

Tha topmott map npnaunit America at il }ooka when ttattt are drawn in proportion to butintu trantacfed. Mulual'i •//ectiV* covera0« cu«a (tbown ia bJack) twtlh doubJe in tarmt of tola* -- quick yardttick of productive broadcoMting.

In th* concsntrated area east oi the Missiuippi valley, 40% of the country's square mileage yields 80% of the nation's business (and encircles 78% of the nation's radio listeners). Here, deep in Mutual territory, is by far the richest sale* mileage in America.

The Mutual Broadcasting System is the only ma)or network deliberately organized for low-cost coverage of this highly profitable area. Mutual is the only network whose basic stations are all of super-power and whose station locations oMiure freedom from costly over-lapping coverage.

The resulting economies, for coverage of the richest sales mileage in America, explain why advertisers use Mutual, bcih alone and in conjunction with other network activities-- why

47 sales-scientists in the past nine $1,180,722 in Mutual facilities

nths have invested

And Mutual expands at a touch. You may enlist as many, or as few, extra stations as you may require for sales emphasis or market extension.

We shall be glad to tell you of resuIlM achieved by clients who have looked to Mutual for Males mileage . . . Costs? Mutual's comprehensive planning makes available these low basic rates un|}aralleled in major network history: