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The best way to reach a radio listener's ear is with a headline. In Manhattan last week, the latest Nielsen ratings of radio shows placed a news show, NBC's News of the World (with Morgan Beatty) in the No. i spot, and four others (Lowell Thomas, NBC 8 O'Clock News, Richard Harkness, NBC 7 O'Clock News) in the top ten. In San Francisco Pollster George Gallup warned the annual convention of the American Society of Newspaper Editors that radio is a serious news rival; 39 million U.S. homes get a daily newspaper and 41 million homes have TV. but "radio has long since surpassed both figures." Further, when asked how they would prefer to get news if they had only 15 minutes to spare, newspaper readers plumped 3 to 1 in favor of radio and TV because, most said, "broadcast news is more understandable."

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