Word: crossleys
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Dates: during 1940-1949
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...Princeton, N.J. office, Dr. George Horace Gallup riffled contentedly through the answers. A big, friendly, teddybear of a man with a passion for facts & figures, Pollster Gallup has been finding needles in the U.S. haystack for the past twelve years. Other pollsters, like Elmo Roper and Archibald Crossley, have been doing it just as long. But George Gallup's four-a-week releases to 126 U.S. newspapers have made the "Gallup Poll" a household word and Gallup the Babe Ruth of the polling profession...
...underestimated Franklin Roosevelt's popular vote by 7% (Roper was off only 1%, Crossley was off 7%). But in 196 elections since then his average error in estimating the popular vote has never been greater than 4%; since 1940, never greater than 3%. In 1940 he called the turn within 3% (Roper was within 1%, Crossley within 4%); in 1944 within 1% of the civilian vote (Roper within less than 1% and Crossley within 2% of the combined civilian and soldier vote...
...Tobey (B); second, Black (RIS); third, Cashman (RIS); fourth, Castrano (RIS). Time--4 min., 25 8/10 sec. Two-mile run--Won by Black (RIS); second, Cameron (RIS); third, La Flamac (RIS); fourth, Rosenfeld (H). Time--10 min., 16 9/10 sec. 120-yard high hurdles--Won by Flint (H); second, Crossley (B); third, Dahl (RIS); fourth, Platt (RIS). Time--15 sec. 220-yard low hurdles--Won by Flint (H); second, Corcoran (RIS); third, McCormick (H); fourth, Crossley (B). Time--24 3/10 sec. Polt vault--Won by Harwood (H); tie for second between Torrey (H) and Sherman (RIS); fourth, Lawrence (H). Height...
C.A.B., organized by radio advertisers in 1929, early hired pioneer market researcher Archibald M. Crossley* to measure the unseen audience. In up to 81 U.S. cities for 16 years, Crossley aides thumbed through telephone directories, called subscribers at random, asked them what program, if any, they were listening to. By this method, C.A.B. tried to estimate the number of telephone subscribers tuned in to any show. No attempt was made to learn what they thought of the broadcast. The fact of listening was enough. Soon, "Crossleys" were used as defense for programs good & bad. But even top stars like Jack...
C.A.B.'s passing boomed Hooper. Of Crossley's 92 exclusive clients, 80 had switched to Hooper last week. Until a better system comes along, radio would continue to judge itself by telephone...