"I Like Radio Because ..."

Who listens--and to what--on U.S. radio? A new book to be published next week, Radio Listening in America, (Prentice-Hall, $2.50), helps to clear up some of the mystery, and to highlight some listeners' habits. A few of the book's findings, based on a 1947 survey:

P:Quizzes appeal mostly to people who have gone to high school but not college.

P:Twice as many men as women listen to discussions of public issues; four times as many men listen to sports; more men than women listen to comedy programs. Women's favorites: dramatic shows, quiz programs, semiclassical music.

P:From 1945 to 1947 the percentage of people who thought that radio was doing an "excellent" job dropped from 28 to 14.

P:Favorite daytime programs: news, soap operas and religious programs. Top evening shows: news, comedy and quizzes.

P:Some 32% approved of commercials; 35% didn't mind them; 22% didn't like them, 9% wanted them cut off the air.

P:Some 37% liked singing commercials better than straight commercials; 43% didn't like them as well; a resigned 18% couldn't see any difference.

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