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Annual Program Popularity Poll Achieves 3-Fold Purpose by FIN HOLilNGFR, manager, KDB, Santa Barbara, Calif.
BEST PROGRAMS
1945
Newspaper of the Air 766 votes
Fulton Lewis, Jr. 607 votes
Double or Nothing 547 votes
Queen for a Day 461 votes
Lone Ranger 430 votes
Gabriel Heatter 387 votes
Spotlight Bands 362 votes
Sherlock Holmes 359 votes
Jimmy Fidler 279 votes
Bulldog Drummond 259 votes
•
1944
Double or Nothing 600 votes
Fulton Lewis, Jr 550 votes
Lowell Thomas 440 votes
Lone Ranger 41 1 votes
Sherlock Holmes 409 votes
Bulldog Drummond 395 votes
Gabriel Heatter 377 votes
Cecil Brown 314 votes
Detroit Symphony 269 votes
The Shadow 266 votes
SINCE the earliest days ot radio, measuring the popularity ot programs has been a fascinating and frequently perplexing problem. Stations in larger cities now have a continuous measurement provided by concerns that have made such program popularity measurements their business.
But for the program directors of some 500 or more small city stations, the task of determining program popularity is still a perplexing one. Audience measurements made with sufficient frequency to indicate popularity trends are too expensive. Mail count means little nowadays for the a\erage listener can only be Mirred into writing when an especialh attractive prize is dangled before him, or if he violently disagrees with the views of some news commentator.
What then, can the small station do
lo better determine the likes and dislikes of the listening pid^lic it serves?
Perhaps the successful experience marked iqj by the management of KDB, Santa Barbara, Calif., can in some measure help solve the small station operator's twofold problem of determining program popularity and pid:)licizing his station's air features simph and economically.
Originally planned as a joint program promotion and ^Var Bond publicity stunt, KDB's origination focused concentrated public attention on the station's programs and pro\ided an excellent measmement of listener acceptance of programs.
In local newspapers was inserted a 1-inch by 3-column coupon listing 30 of KDB's commercial and sustaining programs. The coiqjon also listed the sponsor's name, the time of presentation, and a blank space in which the listener was invited to write "1" opposite his favorite KDB program, "2" opposite the program he liked next best, and so on up to 10. Contestants submitting the list most closely resembling the popular vote were offered War Bond prizes. In addition to newspaper publication of the program popularity blanks, hundreds of additional coupons were printed for distribution by the station.
Backed by ample radio publicity, the program popularity coupons poured in by the hundreds. AVith coupons submitted from service folk and civilian, businessmen and housewife, young and old, KDB was provided with a valuable program popularity measurement of Santa Barbara's radio likes and dislikes.
The first poll was taken in 1944.
ARCH, 1946
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