Review of The people look at radio

Abstract

Reviews the book, The people look at radio by Paul F. Lazarsfeld and Harry Field (1946). The first chapter presents an overall appraisal of radio as an institution. The second chapter reports the results on attitudes toward radio advertising, and the third chapter covers program preferences with emphasis on types of programs rather than specific radio shows. Finally, the fourth chapter gives an analysis of certain industry problems. The reviewer states that detailed results are quoted only when they are essential. Sources beyond this particular study are included when necessary, and the reader is given the advantage of the writer's background of experience. One common error in many public opinion studies is interpreting the results as if they were absolutes when they are merely relatives. However, this report is an outstanding exception. There is every indication that the report is written from a practical viewpoint. Probably most important of all is the impression that this was a completely honest project from start to finish. (PsycInfo Database Record (c) 2025 APA, all rights reserved)