Word: hooper
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Philadelphia (Hooper) 4, Chicago...
...tank, big enough for two people and useless for geological purposes, which was promptly covered over again. Another discovery was a solid 13-inch concrete floor, left over from a departed stamp mill, which turned out to be a perfect base for an experiment by Louis C. Graton, Sturgis Hooper Professor of Geology, who retired last year...
WBMS was started in November, 1946, by the Templetone Radio Corporation. After its first week of operation the station's Hooper rating was as high as any in Boston. It had almost no commercials, planning to go on a self-supporting basis once a large and faithful audience had been built up. Martin Bookspan '46, music director of the station, said at the time: "We feel that WBMS has an intelligent body of listeners, so there is no need to drum anything into their heads by repetition...
When Templetone felt that its audience had become steady, it began putting more and more commercials on the air, though all of a "quality" variety. The Corporation discovered, however, that the more commercials there were the lower the Hooper rating sank. In order to hold its audience it initiated programs known as the endowment series which were esthetically ideal but economically suicidal. This series featured extra long classical pieces throughout the afternoon with space in between them for premium spot commercials costing $25 to $35 a spot. But no store ever bought time at these prices, and the Templetone Radio...
...went so far as to call up the stores sponsoring the commercials to protest interruptions, and in some cases irate music-lovers boycotted the offending advertisers. Naturally this led to the cancellation of advertising contracts and hindered the signing of new ones. Furthermore, by this fall the station's Hooper rating fell so low that it isn't even figured any more...