ABSTRACT
A new stage in communication research on the effects of radio on listeners and on opinions toward radio broadcasting in the United States was ushered in by two representative studies conducted on a national sample of listeners: The People Look at Radio; and Radio Listening in America: The People Look at Radio – Again. Many of the studies done up to the time provided a sufficiently detailed idea about radio audiences and the specific characteristics of different types of programmes, so the ground was laid for preparing a good-quality, standardised and representative survey of radio audiences across the United States. People interested in serious programmes also read more books, irrespective of their educational background; most of them were also older. In the research report by Paul Felix Lazarsfeld and Field, in a section devoted to listener ratings and criticism of the radio, there is an interesting methodological reflection oriented to examining people's attitudes to advertising on the radio.
