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standard Rate & Data Service, Inc,
announces a new concept
in service to tlie advertising industry
BARNARD, INC
■ (An SRDS affiliate)
a complete advertising
media
market
research center
specializing in the application of electronic computers and offering:
■ media analyses
by type, market area coverage, advertising /sales ratios
■ media analyses
by population, consumer spendable income, retail sales, etc. (in specific product lines)
■ consumer studies
by mail questionnaire and /or personal interviews
■ readership studies
the exclusive Advertising Impact Measurement technique developed by SRDS
An important step in a program for developing automation and electronic data-processing techniques has been taken by Standard Rate & Data Service, Inc. with the acquisition of Barnard, Inc., twenty-yearold tabulating and research service firm. As a result, integration of the facilities and extensive data accumulated by the two organizations will provide a complete advertising/ media/ market research service from one central source.
Services like these
Complete market analyses by Metro Area Rankings in population. Consumer Spendable Income, C.S.I, per Household, Retail Sales, total and specific product categories— all from SRDS' authoritative Consumer Market Data, up-dated twice a year.
Your advertising coverage percentages summarized for each of your product sales areas, by product—
your coverage applied to household/ population /retail sales of your product category within your sales areas—
your advertising expenditures applied against product sales by area, by medium, and an advertising / sales ratio produced for each—
your advertising /sales ratios, per thousand population, with the percentage of change for the current year, previous year, and a 12-month moving total —
circulation coverages— by counties— within your selected product sales areas, for every newspaper (daily, weekly, and Sunday, A.M. and
phone, wire or write—
p. M.) , every magazine and Sunday supplement— plus TV and radio station coverages in these same areas.
Barnard is now completely organized to handle extensive consumer studies, including consultation and formulation of objectives, sample design, preparation of questionnaires, mailing or interviewing, tabulating and preparation of complete presentations with a thoroughly experienced and highly conscientious staff of account supervisors and IBMtrained technicians.
Additional new techniques and services are also planned to implement SRDS' concept of "growth-inservice" to the advertising industry through electronic data-processing.
In brief, with this new centralized service you can get high-speed, economical help in advertising evaluation and scientific budget apportionment — "before-the-fact" — and a precise means of measuring and evaluating advertising sales results by products and markets — "afterthe-fact."
BARNARD, INC.
(An SRDS affiliate)
432 Park Avenue South • New York 16, New York • MUrray Hill 9-6250
U. S. RADIO • November 1960
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