Word: polk
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...Your story on R. L. Polk & Co. [Nov. 8] provided an unusually concise and clear picture of the many activities of our organization...
...would, however, appreciate it if you would tell your readers that the photograph that accompanied the story was that of the undersigned rather than Polk President Walter J. Gardner...
...computer is the thing that really broke the barriers for us. Working with a computer you not only have to be with it, you have to be ahead of it," says Polk President Walter Gardner, a 35-year veteran of the company and the first non-Polk to head it. Information was stored on slips of paper until the company installed its first computer ten years ago. Now, one of five computers in the firm's Cincinnati plant is a third-generation IBM 360-65 that operates seven days a week around the clock...
Sketching the Profile. On the basis of auto statistics and city directories, Polk computers can print out maps of cities marking the exact locations of affluence and poverty. Magazines interested in sending their more expensive mail into Buick, Oldsmobile and Cadillac homes, instead of secondhand Dodge Dart households, can rent the list from Polk. Or Polk can take care of the mail campaign altogether. It already ranks with Sears, Roebuck as one of the biggest customers of the U.S. mails. Last year Polk took care of a single 23-million-letter mailing for an automaker, a record for the company...
...most ambitious Polk project, sociological profiles of entire cities, was started four years ago. After last year's Detroit riots, for example, Polk supplied the National Advisory Commission on Civil Disorders with data about the 12th Street area, a focal point of the upheaval. Polk was able to report, among other things, that in each block along 12th Street there were 26 or more households headed by a woman, a fact that suggested many broken homes. Now, Polk has contracts with ten cities, from Pittsburgh to Asheville, N.C., to supply urban statistical data. Since it already has most...