We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
■gff WFBL
in Hooperatings in 27 of 40
quarter hour daytime periods -Non. thru Fri.
October, 1949, through February, 1950
WFBL
Station B
Station C
Station D
Station E
| Hooper of 10 or better
6
0
0
0
0
Hooper of 7.5 or better
14
2
0
0
0
Hooper of 5 or better
25
7
7
3
0
Average Hooperating of 40
periods
6.73
3.78
3.27
2.60
1.01
Out of the Top 15 daytime quarter-hour periods
WFBL HAD THE FIRST 14!
HOOPER S&Vte-orfrfcuUence Oct. 1949 thru Feb. 1950
WFBL Station B Station C Station D Station E
Morning
40.6
20.3
24.4
9.9
4.3
Afternoon
35.1
21.9
14.4
17.7
6.4
Evening
27.5
23.3
14.6
11.2
9.6
Compare and you'll buy . . .
WFBL
• Syracuse, N. Y.
\^FREE & PETERS, INC. Exclusive Notional Representatives BASIC
510 Madison
[Continued from page 7 i
tiser is already paying for the little man who's not at home."* Is he? — If he bought a Hooper, he isn't. Neither did he pay for a second or third impact in the same issue so that if the guj missed the first, the second would gel him. That is essentially what multiple-set listening does. It is like feeding the same black and white space to him in several rooms in the home, at the office and at the club — with one important difference. He takes the commercial if he wants to listen. Furthermore, the advertiser pays what we ask of him il his experience with radio has produced results. None can gainsay the record of 20 years in this regard.
Before listener surveys, radio coverage was sold on an engineering measure of area, which was without precedent. Radio was sold even before we had adequate engineering surveys. What then fixed the rate? It certainly was not competitive media since we had no yardstick.
Radio rates, like so many other things, just grew up like "Tops\ ." The real rate structure was and is set by the little 100 or 250 watter. Originally he was just trying to pay the hill (some still are) and because he was small he had a very high personnel and service cost. It was and is the basic problem. As time went on he put more income in personnel and service but still had a profit. To most investors the profit set the ceiling rate alter the building was filled with personnel. To make more, one had to subject himself to criticism from many sources.
Rate structures for larger stations bear roughly a logarithmic relationship to these small stations. Otherwise the rate for a ~>(1.0()() watt station would be extremeb high. Wattage itself, like area, is a squared function ami thus is somewhat comparable. Area in itself, however, is not the whole answer because man) towns at the fringe of the area I rural I do not receive a sufficient signal to override local noise. This i> where the local station comes in and it accounts for the logarithmic consideration in rates.
It is m\ opinion therefore, that in *pite of aiea and listener surveys, present rate are largel) based on the prewar small stations ability l<> exisl with
SPONSOR