Word: broadcaster
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Watching Uncle Sam. The Jap worked hard for the same kind of information. From surface vessels and his "stationary carriers" in the islands, his patrol planes ranged far & wide. This week the Jap broadcast some of his findings from Tokyo. Tokyo's story was that a heavy U.S. task force, centered on the carriers Hornet and Enterprise, was 580 miles east of the Solomon Islands, only 30 hours' steaming from the Coral Sea. If the Jap could be believed, the South Pacific lapped at the edges of a naval and air battle that could make the Coral...
...stocky, cocky C. E. Hooper, head of one of radio's two big program surveying concerns (the other: Cooperative Analysis of Broadcasting, which gets out the "Crossley" ratings), the results were a personal triumph. He had long maintained that, since daylight saving means little to 70% of Americans except through their radio dials, broadcast schedules ought to stick to standard time...
...Many? Hooper, Inc. also had a partial answer to the most tantalizing question of all: How many people hear a broadcast? Since no one knows the exact number of radio sets in the U.S. there can be no really accurate estimate of the total number of listeners. The results of the Hooper surveys represent a percentage of the total homes in the listening area...
Starting at a low of 6,300,000 listeners (Hooper rating, 9.7) on June 10, 1936, the President wandered over graphic foothills for four years, suddenly leaped to a peak of 42,500,000 listeners (57.0) for the Stab-in-the-Back broadcast of June 10, 1940. As national self-absorption went down, Presidential audiences went up- 43,900,000 (59.0) for the Arsenal of Democracy Speech; 53,800,000 (69.8) for the Declaration of National Emergency; 62,100,000 (79.0) for the War Message...
...figure in such audience estimates is the Hooper rating, a percentage arrived at by the simplest of cross-section sampling. To get a rating, 120 Hooper field workers (all former telephone girls) in 32 key cities make phone calls at a rate of 3,000 an hour during the broadcast being checked. They ask three questions: "Were you listening to your radio just now? To what program? Over what station?" Homes which don't answer are counted as non-listeners...