Word: hooper
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Dates: during 1940-1949
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...starting lineups: CRIMSON Visitors Lewis 11:59 Dear Simon C 3565 Dear Karson avc Dear Sack pic Dear Friedman abc Dear Hooper 400 Dear Glinn jl Dear Green 6A Dear Bell naps Dear Leavitt prex Dear Stein dunce...
...forget I'm not trying to get laughs. I'm not nervous. And anyway I'm pretty good in the ducking department." On the air, he sings a more modest tune: "It wouldn't surprise me if this program wound up owing Hooper ten points...
Last week Dr. George Gallup's Audience Research, Inc. (which has been studying the popular appeal of movies for about nine years) served notice that Mr. Hooper would have to move over in the radio field. Hereafter, sponsors will be supplementing their shoptalk about Hooperatings with a stunning new trade term that Dr. Gallup calls E.Q. (Enthusiasm Quotient...
...Gallup methods are as highfalutin as the language. A radio star's E.Q. is figured by equating the percentage of people who confess to having heard him (Gallup calls it "public familiarity") against the response he gets ("audience enthusiasm"). Unlike Hooper, who uses the telephone, Gallup will rely on house-to-house canvassing. He will make a distinction between programs that depend on a personality and straight musical or dramatic shows. Further, he will make tests to help sponsors find out what type of show will best suit the "personality" of the product (e.g., a children's program...
...carefully tabulating and "analyzing" Want-to-Hear, Gallup hopes to bring about a small revolution in radio ratings. Says he: "Both Hooper and Nielsen ratings are useful, but neither goes far enough. This new research is designed not only to tell the advertiser what his program is doing. We are moving into the whole area of what to do about...