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The Pulse liK. is ready to lake the "advertiser area" "^ measiireinem coiuept out of the workshop and place it on the production line.
rile l)inst oi aj^eiu \ eniluisiasm over the initial seven studies is holdin;j; out the possibility that measuring listening according to an agreed upon area ol niaxinumi interest to advertisers may he extended to the top 100 markets.
How last the project moves, of course, is largely dependent upon station supjx>rt. It is l)elie\ed that during the first year ol trying to set up this project nationally that at least 20 markets will l)e surveyed by Pulse using "advertiser area" dimensions. As in the first seven studies, at least one station per market is needed to do a sin\cy.
According to George Sternberg, Pulse service director, agencies will be able to integrate an annual "advertiser area" measurement with the regular monthlv metro reports. This combination, it is felt, will do away with the short-ciianging of radio circulation in relation to newspapers. It will also take into account the significance of population shifts to suburban rings.
Another major advantage that could be gained from yearly "advertiser area" measurements in the top 100 markets is that an annual radio coverage study could be evolved
Here are the agencies that participated in defining
the initial seven advertiser areas' that were
measured by Pulse. The dates under each city indicate
when the study was conducted. The "X ' shows the specific
city or cities in which the agency helped determine the area.
The list was compiled by Pulse:
A\fty. Heel. Ildllouay &
McDt.nald. Katij^as City .\ X
Ackcnnan .Assoc, Okla. ("il> X X X
.■VdvtTlisinfj Agcy., Pitlsl)iii<ili \ \
A.Iain & K.ves. N. Y. \ \ X
K.ilpli Allmii C... N. Y.
\. W. .\>.r. Philadelphia X
.MlniaytT. Fox & Rt-shkiii Inc.,
Kansa.s (^ily .\itkin-Kynett. Philadelphia X
N. W. Ayer, Chicago Uruce B. Brewer & Co..
Kansas (!ity \ \
I.e<i Burnett. Chicagi) \ \
BMDO. Chicago \ \
Be\is Assoc. Miami \ \
Batz, Hodgson, Neuwoeliner,
St. Louis X X
Ted Bates & Co.. N. Y. \ \ X
BBDO. Los Angeles \ \
Bo/ell & Jacohs, Omaha \ \ X
Bruce B. Brettcr Co.. Minn. \ \
Ad Busch. Buffalo X X
Gordon Best. Chicago BH.\ Research, Si. Louis
Clark & Bohertz Inc., Detroit XXX Milton Carlson Co.,
Los Angeles XXX
Cavanaugh Morris Advtsg.,
Piltshurgh X X
W. (!raig (ihamliers Inc..
Pittshurgh \ X
Clair & Meyer Advtsg.,
Denver X X
Campbell-Ewald. N. Y. Campbell -Mithun,
Minneapolis Cohen & Aleshire, N. Y. X
Compton. Chicago ('unningham & \^ alsh. Chicago
X X X
X X
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U. S. RADIO • August 1960