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The news: The first substantial addition t<> regularly-reported radio audience data m the two-decades-plus history oj C. E. Hooper, Inc., ma) be forthcoming ihi\ summer. I hi' ratings lum Ims completed a pilot ■>tm/\ designed to test hou accurately information on m'\. age, income and education oj listeners <"" be gotten by phone.
The newsmaker: In the promotion-conscious world of Madison We., James L. Knipe, president and board chairman "I C. E. Hooper, Inc., is .1 little oul "I place. This is nol the same thing as saying he's uncomfortable in it, which nes not, since he thrives in a competitive atmosphere. Perhaps the contradiction here can be hastil) resolved bj saying ihai he operates quietl) l>ui effectively. For example: the Fact thai the radio markets regularl) measured b) Hooper have risen from 30 to L75 in less than three years i doI <•■ mmioii I \ known. It's typical o\ Knipe thai he's al .1 bil "I .1 loss to explain how it happened, though the span of time during which this rise took place covers practically his entire career with Hooper.
It's also i\ pica) that he's rathei cautious about making claim for the new qualitative data on radio listening thai Hooper will begin gathering on a regular basis in a dozen-odd cities shortly. He iaware oi the problems "I bias involved in asking people aboul their age, income and education.
However, at this point Hooper researchers are convinced the) a formula for gathering the data in fairh accurate form. Knipe point out, even with the bias, the information is useful in making comparisons since the assumption is thai the bias is constant.
The pilot study, which was made in foui cities (San Francisco, Hartford, Buffalo and Dallas), u;i primaril) for the purpose oi working up a usable questionnaire and gauging the reaction oi people to intimate questions. Regarding the latter point, knipe -a\
Hooper interviewers have always found people willing to talk. Indeed, the problem is often in shutting them up. While the pilot stud\ was not intended to answer basic questions a! out radio audiences, Knipe told sponsor: '"It is our guess thai we will find radio
audiences a substantia] group ol citizens in term oi income ami education, not just a hunch of teen-agers, as some detractors oi radio claim."" One tentative conclusion: The characteristics oi audiences to network radio -how do not differ significantl) from audiences to disk jockej s.
\moiiii Knipe's quiet accomplishment are a Ph.D. in economics from Yale (in 1940) and an almost-finished treatise on the pari played l>\ the Federal Reserve Bank in maintaining employment. ^
/ Knipt
nave bid,
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8 JUNE 1957
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