Word: schwerin
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Dates: during 1940-1949
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Listening to the Queen's weary voice, Dutch oldsters could remember her ascent to the throne as a girl of 18. They remembered the rejoicing and feasting at her marriage with Henry Wladimir, Duke of Mecklenburg-Schwerin in 1901; the birth of Juliana in 1909 and that of Beatrix (oldest daughter of Juliana and her husband, Prince Bernhard) in 1938. Most vividly, they remembered Wilhelmina's radio broadcasts from London during the Nazi occupation, when she heartened the underground: "The Netherlands will rise again...
...hrer's eyes" and two horoscopes were sent for-Hitler's and that of the German Republic. They predicted a change of fortune after a period of disaster. A few days later came news of Roosevelt's death. Reported a witness, Count Schwerin von Krosigk: "We felt the wings of the Angel of History rustle through the room. Could this be the long-desired change of fortune...
...will automatically punch cards recording all reactions, making Schwerin's system comparable to Audience Research, Inc.'s method of judging movies (TIME, July...
...Schwerin uses no by-gosh or by-Gallup polling system. Each Tuesday and Thursday evening, he fills an NBC studio with 300 listeners. Most of them come because of the free tickets, but many show up to speak their minds about radio. First they are screened to match the particular program's national audience. (Says Schwerin: "There is no such thing as a typical radio audience.") Then they listen to programs, recording their reactions on a tab sheet. About every 30 seconds they check the "good," "fair," or "poor" column. After Jan. 1, testers will use a mechanical gadget...
Simple as the system sounds, it represents eleven years of research by 32-year-old Horace Schwerin. The son of an electronics engineer, he studied at Pennsylvania's Lafayette College, then majored in psychology and mathematics at London University. He worked with Columbia University's Dr. Paul Lazarsfeld and Dr. Frank Stanton, now president of CBS, in pioneer radio research. He always looked for some way to find out what listeners thought of radio, rather than how many had their sets tuned in. But his system is no guarantee of good programing. Says Schwerin: "Research is no substitute...