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GP Gill-Perna is now National Representative for
WTVP Decatur, III. Bringing Top
O Programs to a Billion Dollar Market
ONLY WTVP DELIVERS GRADE A COVERAGE OF ILLINOIS "2 IN 1"
DECATUR-SPRINGFIELD MARKET
ON ALL ACCOUNTS
Loren Sorensen
VALUE of media research is duly appreciated by Loren Sorensen, media director of Ruthrauff & Ryan's Twin Cities office, but he is apt to take it lightly in at least one respect.
For some time he has been receiving mail addressed to Lauren or Miss Loren Sorensen. All are not uncommon names in Minnesota and such letters are a constant source of amusement to Mr. Sorensen (Danish, not Swedish). Sample tabulation shows that those addressed to "Lauren" come from Chicago or the South, while others addressed "Miss" are usually from New York.
"There must be a real significance in this fact," he adds, "that might revolutionize media analysis and selection when we finish the study."
With certain reservations that ratings, cost-per-thousand and similar considerations are often "given too much weight in a media decision." Mr. Sorensen believes ardently in media research. He majored, before and after World War II, in statistics and advertising at the U. of Minnesota and his first job was research.
Mr. Sorensen served with the U. S. Air Force from 1941 to 1945, an interval that split his college career.
Loren S. Sorensen, born in St. Paul on June 12, 1923, started his advertising career at Knox Reeves Adv. Inc. 23 years later. He worked on research and media for General Mills plus several local and regional accounts.
He joined Campbell-Mithun Inc. in April 1948 as space buyer on Gold Seal's Glass Wax, Theodore Hamm Brewing Co. (Hamm's beer), Great Northern Railroad, Land O' Lakes and Occident Mixes and Flour. He transferred to radio-tv the following year, becoming timebuyer on all C-M accounts.
In June 1950 Mr. Sorensen turned to sales, selling regional radio for Upper Midwest Broadcasting System and local radiotv for WTCN-AM-TV Minneapolis.
MR. SORENSEN became associated with Ruthrauff & Ryan in St. Paul in April 1952 as media director. Today, principal radio-tv accounts include First National Bank of St. Paul; Minnesota Mining & Mfg. Co. (Scotchlite, Thermofax and other products); Janney. Semple, Hill & Co. (paints, hardware) and Minnesota Blue Cross-Blue Shield (on which he also is account executive).
While at Knox Reeves in 1 947, he married the former Donna Hutton, agency writer then and now a director-writer at WCCOTV Minneapolis. They live in their new home in Minneapolis. Loren's hobbies are fishing, flying and photography. He's lived in Minnesota most of his life — "the fishing is too good to leave."
Page 28 • April 29, 1957
Broadcasting
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