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HOW TO RATE RADIO STATIONS
^ Minneapolis agency does it with an "evaluator" of 26 factors covering 10 stations in Twin City market
^ Audience factors account for 60% of the points a station can earn. Method is not adaptable to video
^™\erybody knows that ratings are not the final word in evaluating a station. The problem is: if not, then what ? Ratings, at least, have the virtue of being clear-cut. Judgment, whatever its merits, is often a hodgepodge of inarticulate feelings, sound and unsound opinions, assorted but disarranged facts.
Judgment, in a word, is often disorganized. A buyer can mentally list the factors that are important in buying a station. But comparing a number of stations on the basis of, say,
two dozen factors involves some difficult cerebral juggling.
Now, let's suppose that a buyer goes one step further. Suppose he makes a list — puts it down on paper — of all the factors he considers important in station selection. Then, using his judgment (yes, judgment must come into the picture at some point), suppose he assigns a numerical figure for each factor. This numercial figure would represent the relative importance of each factor in the total picture. It would also rep
resent a theoretically perfect score.
If, for example, one factor is assigned a value of 10, a station could be scored from zero up to 10, depending on how good the station is in this category. Thus, totaling up the scores for each station would provide a ready-made comparison which, if not completely objective, is certainly consistent.
If you haven't already guessed, somebody is doing just this. The party is the Jaffe-Naughton-Rich ad agency of Minneapolis and the method was dreamed up by the agency's two principals — Alvin Jaffe and Sydney Rich.
The JNR Radio Evaluator, as the method is called, is a continuing study of the 10 radio stations in the Minneapolis-St. Paul market. It provides, says Rich, "an evaluation of everything that makes a station tick
Sidney Rich, (1) and Alvin Jaffe, partners in Jaffe-Naughton-Rich agency, adjust performance figures in station evaluator every two months 40 SPONSOR • 7 FEBRUARY 1959