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1. Craig_Adams
   

   Radio historian
   Posts: 2,132

   Recently in a E-Mail Tiger Tom Murphy told me, casually that while re-arranging his radio memorabilia, he came across something that had been lost. You can well imagine what he must have being in radio for so many years. Well, the lost something turned out to be 13 Portland Pulse Rating books between 1960 & 1964! I just about died!

   For readers that don't know, these books were used to sell radio time at stations and then thrown out when newer books arrived. Ratings were never really documented the way they are today on-line. These might be the only copies still in existence! I asked him if he would be willing to send them to me, so I could make copies and share them on-line with pdxradio readers. He said yes! All yesterday morning I was photo copying. The the 13 books are over an inch thick as copies.

   Ratings are divided up into quarter hours but here's the fantastic thing about all this, Pulse listed who or what program was on the air for the rating! This makes it so much better because some DJ's would move around. There is SOOO much information sliced into quarter hours, that I'm going to take requests from posters on what You'd like to see. Name a DJ or program you'd be interested in ratings. Right now I'm going to feature some quarter hours from 1960 for everyone to kinda get into this. Lets start with the oldest quarter hour first:

   6:00AM TO 6:15AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KEX 3.9 Barney Keep - 26 share.
   2. KOIN 3.4 Koin Klock - 22 share.
   2. KISN 3.4 Hal Raymond - 22 share.
   4. KGW 1.2 Bill Davis - 8 share.
   5. KWJJ 0.9 Art Morey Newsreel - 6 share.
   5. KXL 0.9 Morning Overture - 6 share.
   7. KPOJ 0.5 Larry Kilburn - 3 share.
   7. KLIQ 0.2 Morning Melodies - 1 share.

   7:15AM TO 7:30AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 7.6 Hal Raymond - 23 share.
   2. KEX 7.5 Barney Keep - 23 share.
   3. KOIN 7.2 Headline News - 22 share.
   4. KGW 2.7 Bill Davis - 8 share.
   5. KPOJ 1.8 Larry Kilburn - 6 share.
   6. KXL 1.6 Morning Overture - 5 share.
   6. KWJJ 1.6 Music & News - 5 share.
   8. KLIQ 0.3 Bob McAnulty - 1 share.
   8. KGON 0.3 America's Top Tunes - 1 share.
   8. KPDQ 0.3 Bible Fellowship - 1 share.

   10:30AM TO 10:45AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 6.5 Bob Stevens - 22 share.
   2. KEX 5.5 Russ Conrad - 19 share.
   3. KOIN 4.3 Couple Next Door (CBS) - 15 share.
   4. KGW 2.8 Emphasis, R.H. Peck - 10 share.
   5. KXL 2.2 Serenade In The Morning - 8 share.
   6. KWJJ 2.1 Sammy Taylor - 7 share.
   7. KPOJ 1.8 Chuck Bernard - 6 share.
   8. KLIQ 0.7 Jim Ameche - 2 share.
   9. KPDQ 0.6 Back To The Bible - 2 share.
   10. KGON 0.4 Carlton Fredericks - 1 share.

   NOON TO 12:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 6.6 Mike Phillips - 24 share.
   2. KOIN 5.6 Noon News - 20 share.
   3. KEX 4.2 Russ Conrad - 15 share.
   4. KXL 2.3 News - 8 share.
   5. KGW 2.1 R.H. Peck - 8 share.
   6. KPOJ 1.7 Today's News -6 share.
   7. KWJJ 1.5 Paul Harvey News (ABC) - 5 share.
   8. KPDQ 0.8 Haven of Rest - 3 share.
   9. KLIQ 0.6 Les Malloy - 2 share.
   10. KGON 0.5 Vignettes, Top Tunes - 2 share.

   1:45PM TO 2:00PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 5.7 Mike Phillips - 26 share.
   2. KEX 3.9 Russ Conrad - 18 share.
   3. KOIN 2.4 Arthur Godfrey (CBS) - 11 share.
   4. KXL 2.1 Serenade In The Afternoon - 9 share.
   4. KGW 2.1 R.H. Peck - 9 share.
   6. KPOJ 1.8 Mark Allen - 8 share.
   7. KWJJ 1.0 Flair (ABC) - 5 share.
   8. KPDQ .8 Master's Melodies - 4 share.
   9. KLIQ 0.7 Les Malloy - 3 share.
   10. KGON 0.4 1520 Albums - 2 share.

   4:00PM TO 4:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 7.1 Jack Par - 29 share.
   2. KOIN 4.1 Art Kirkham - 17 share.
   3. KEX 3.9 Lee Smith - 16 share.
   4. KGW 2.1 Wes Lynch - 9 share.
   5. KXL 1.9 Sign Off Limelight - 8 share.
   6. KPOJ 1.7 Bob Blackburn's Jamboree - 7 share.
   7. KWJJ 0.9 Frank Tyrer - 4 share.
   8. KPDQ 0.8 Master's Melodies - 3 share.
   9. KGON 0.3 Vignettes, 1520 Albums - 1 share.
   9. KLIQ 0.3 Dick Desmond - 1 share.

   5:00PM TO 5:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 6.3 Jack Par - 28 share.
   2. KEX 4.1 Lee Smith - 18 share.
   3. KOIN 3.5 Lowell Thomas Sports (CBS) - 15 share.
   4. KGW 2.3 Wes Lynch - 10 share.
   5. KPOJ 1.9 Bob Blackburn's Jamboree - 8 share.
   6. KWJJ 1.3 News with Don Kneass - 6 share.
   7. KXL 0.9 Sign Off Limelight - 4 share.
   8. KGON 0.4 The Wall Street Report (MBS) - 2 share.
   8. KPDQ 0.4 Organ & Chimes - 2 share.
   10. KLIQ 0.3 Dick Desmond - 1 share.

   7:00PM TO 7:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 6.5 Tom Murphy - 35 share.
   2. KEX 3.6 Bob Liddle - 19 share.
   3. KGW 2.8 Jerry Rasmussen - 15 share.
   4. KOIN 2.5 Amos & Andy (CBS) - 13 share.
   5. KPOJ 1.3 Dick Novak's Rhythm Room - 7 share.
   6. KWJJ 0.3 The Holy Rosary - 3 share.
   6. KGON 0.3 Capitol Assignment, The World Today (MBS) - 2 share.
   KXL, KLIQ, KPDQ past sunset.

   9:45PM TO 10:00PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1960
   1. KISN 6.3 Tom Murphy - 45 share.
   2. KEX 2.2 Program PM - 16 share.
   3. KPOJ 1.8 Dick Novak's Rhythm Room - 13 share.
   4. KGW 1.5 Jerry Rasmussen - 11 share.
   5. KOIN 1.1 The Big Show - 8 share.
   6. KGON 0.4 Music Beyond The Stars - 3 share.
   7. KWJJ 0.3 Little Chur - 2 share.
   KXL, KLIQ, KPDQ past sunset.

   Posted on July 18, 2009 - 05:37 AM #
2. semoochie
   

   vacuum tube
   Posts: 1,133

   What a rush! Thanks for sharing this, Craig. In the back of my head, I'm thinking that Jim was Don Ameche's brother! Notice how large the KISN listenership was. Now, think how much larger it would be if they included all their listeners under the age of 12(assuming they didn't)! If I'm any indication, that's another 6 years of ratings and it was MY choice!

   Posted on July 18, 2009 - 11:18 AM #
3. tbone
   

   new electron
   Posts: 6

   This may be a lame question, but what does the decimal number next to the station call sign indicate?

   Posted on July 18, 2009 - 12:25 PM #
4. skeptical
   

   vacuum tube
   Posts: 1,512

   It looks like Barney Keep was the only one that could give KISN a bit of competition.

   Posted on July 18, 2009 - 12:49 PM #
5. tadc
   

   vacuum tube
   Posts: 196

   IIRC the first number is the raw rating - percentage of all radios in portland that are tuned to that station. The 2nd, 'share' is the percentage of the reporting books, so the percentage of 'active' listeners/sets.

   So in the last group,

   1. KISN 6.3 Tom Murphy - 45 share.

   Tom had 6.3 percent of all radios in Portland, which was 45 percent of the people listening to the radio at the time.

   Posted on July 18, 2009 - 12:57 PM #
6. Andy_brown
   

   vacuum tube
   Posts: 839

   The first number, percentage of all radios tuned to some frequency is the one I never believed. How does anyone come up with that number? More precisely, how do they know how many radios there are let alone how many are tuned to any specific frequency at any specific time, quarter hour wise or not.

   Ratings are total bullshit in my opinion. I've always failed to see beyond a bunch of bean counters paid to take the book results and generate (through devious statistical interpretation) a bunch of numbers representing quantities that are based on way too many ambiguous assumptions.

   I've had plenty of math education, and I've never seen a factual explanation supporting the accuracy of ratings. Just a bunch of vague doubletalk if you ask me. If you want to really know who's listening to what, you have to go out on the street and ask people. Ex-rocket/blazer longtime radio sales guy Greg Smith couldn't explain it to me. Two sales managers at Magic 107 couldn't explain it to me. Several saleswunderkids at KATU couldn't explain it.

   Victor Ives told me not to try and figure it out. It's what we've got to work with, so run with it. At least he was being honest.

   Live by those numbers, die by them.

   Posted on July 18, 2009 - 01:53 PM #
7. tadc
   

   vacuum tube
   Posts: 196

   Well *in theory* (and I'm sure you already know this), if you have a large enough sample and your sample group is *completely random* (therefore accurately representative of the population as a whole), you can extrapolate the true stats from your sample.

   Of course the trick is getting a sample group that accurately represents the overall population.

   Posted on July 18, 2009 - 02:00 PM #
8. Alfredo_T
   

   vacuum tube
   Posts: 1,414

   More realistically, then, that first number is the percentage of all people surveyed who reported listening to that station in that timeslot. We don't know the sampling methodology. However, as those ratings were all that people "had to work with," they had to assume that the sample was representative of the radio listening public.

   Posted on July 18, 2009 - 02:31 PM #
9. Andy_brown
   

   vacuum tube
   Posts: 839

   "assume"

   See. Now you're doing it.

   Posted on July 18, 2009 - 02:51 PM #
10. semoochie
    

    vacuum tube
    Posts: 1,133

    I was under the impression that a rating was based on the total population possessing a radio and a share referred to the total that were listening at a given time.

    Posted on July 18, 2009 - 03:00 PM #
11. Alfredo_T
    

    vacuum tube
    Posts: 1,414

    Well, if the sample were truly representative (that's the ass-umption we're forced to make), then that percentage of the people sampled would be equal to the percentage of the total number of radio listeners.

    Posted on July 18, 2009 - 04:18 PM #
12. skeptical
    

    vacuum tube
    Posts: 1,512

    "if you have a large enough sample and your sample group is *completely random* (therefore accurately representative of the population as a whole), you can extrapolate the true stats from your sample."

    When it comes to surveys and such, I think 850 random samples is the magic number. Beyond that, there usually is no meaningful changes in the results.

    Of course, this magic number I'm referring to has to do with scientific research. Radio, on the other hand, is subject to extreme weirdness and a larger (or smaller?) number might be more appropiate.

    Posted on July 18, 2009 - 04:48 PM #
13. RobinMitchell
    

    junior diode
    Posts: 14

    The first number is the radio station's Average Quarter Hour RATING, which is expressed as a % of the population listening to the station in the daypart...in this case a specific Quarter Hour.

    The second number is the radio station's Average Quarter Hour SHARE, which is expressed as a % SHARE of the listening that is taking place to all radio station in the daypart...or in this case the specific Quarter Hour.
    (The % listening to all stations would be 100%...then what the share is showing how that 100% of all listening is split up...TIGER TOM MURPHY with 45% of all radio listening taking place 9:45-10pm averaged Monday-Friday.

    Posted on July 18, 2009 - 09:45 PM #
14. Craig_Adams
    

    Radio historian
    Posts: 2,132

    What does PULSE have to say on ratings:
    ___________________________________________________________________________

    AUDIENCE COMPOSITION ESTIMATES [August-September 1963]
    These data are presented for the average quarter hour in three hour day parts for the Monday through Friday average. The results are reported by:
    Men 18 and over
    Women 18 and over
    Teen 12-17
    Children 4-11
    and Total.
    The data report the estimated number of listening persons, rounded to tens or hundreds reached by the station. These data are reported for each of the above persons categories. This has been done by projecting the average quarter hour rating for the period into homes and then multiplying the homes by the number of persons listening in each home.

    (_) - A blank is used when the projected number of listeners is less than five or fifty depending on the size of market.

    Errors in measurement cannot be computed for these measurements because the standard error formulas usually employed refer to a true probability sample. Thus, no claim is made as to the true degree of preciseness of these measurements. The usual standard error formulas are not applicable for these measurements.

    Posted on July 18, 2009 - 11:18 PM #
15. Craig_Adams
    

    Radio historian
    Posts: 2,132

    Thought I'd post some ratings from the most current book in the set.

    6:00AM TO 6:30AM; THE PULSE, INC. MONDAY-FRIDAY, JULY, AUG, SEPT 1964
    1. KEX 2.3 Keep Time - 18 share.
    2. KISN 2.2 Tom Murphy -17 share.
    2. KOIN 2.2 Clint Gruber -17 share.
    4. KGW 1.9 Morning Side with Wes Lynch -15 share.
    5. KYMN 1.2 Steve Lee Party - 10 share.
    6. KRDR 0.9 Country Don Lane - 7 share.
    6. KWJJ 0.9 Art Morey - 7 share.
    8. KPOJ 0.7 Rod Anders - 5 share.
    9. KXL 0.3 Morning Show - 2 share.
    10. KPAM 0.1 Concert - 1 share.

    10:00AM TO 10:30AM; THE PULSE, INC. MONDAY-FRIDAY, JULY, AUG, SEPT 1964
    1. KISN 5.3 Dick Saint - 20 share.
    2. KXL 3.6 Serenade In The Morning - 14 share.
    3. KYMN 3.4 Larry Curran Party 13 share.
    4. KOIN 2.9 Arthur Godfrey (CBS) - 11 share.
    5. KGW 2.5 Ray Horn - 9 share.
    6. KEX 2.4 Ric Thomas - 9 share.
    7. KRDR 1.5 Clair Musser - 6 share.
    8. KPAM 1.4 Promenade - 5 share.
    9. KPOJ 1.1 Dick Klinger - 4 share.
    10. KWJJ 0.9 Sammy Taylor - 3 share.

    NOON TO 12:30PM; THE PULSE, INC. MONDAY-FRIDAY, JULY, AUG, SEPT 1964
    1. KISN 4.5 Frank Benny - 18 share.
    2. KOIN 4.2 Blaine Hanks - 17 share.
    3. KYMN 3.3 Larry Curran - 14 share.
    4. KXL 3.2 Serenade In The Afternoon - 13 share.
    5. KGW 2.1 Rick Housley - 9 share.
    6. KEX 1.9 Ted Rogers Playhouse - 8 share.
    7. KWJJ 1.2 Sammy Taylor - 5 share
    8. KPAM 1.4 Promenade - 6 share.
    9. KRDR 0.9 Clair Musser - 4 share.
    10. KPOJ 0.8 Dick Klinger - 3 share.

    4:00PM TO 4:30PM; THE PULSE, INC. MONDAY-FRIDAY, JULY, AUG, SEPT 1964
    1. KISN 4.8 Don Steele - 22 share.
    2. KYMN 4.2 Russ Ripley Party - 19 share.
    3. KXL 2.3 Limelight - 11 share.
    4. KGW 2.0 Jim Kelly - 9 share.
    5. KEX 1.7 Jack Angel - 8 share.
    6. KOIN 1.6 Blaine Hanks - 7 share.
    7. KRDR 1.2 Jim Hille - 6 share.
    8. KPAM 0.9 Matinee Musicale - 4 share.
    8. KPOJ 0.9 Dick Novak - 4 share.
    10. KWJJ 0.6 Tom Phelan - 3 share.

    9:00PM TO 9:30PM; THE PULSE, INC. MONDAY-FRIDAY, JULY, AUG, SEPT 1964
    1. KEX 3.0 Nightside with Steve Davis - 31 share.
    2. KYMN 2.5 Tom Mix Party - 26 share.
    3. KISN 1.9 Peter Huntington May - 20 share.
    4. KPOJ 0.7 Night Line with Arlan Walker - 7 share.
    5. KOIN 0.6 Koin Concert Hall - 6 share.
    6. KWJJ 0.4 The World Tomorrow - 4 share.
    7. KGW 0.3 Lee Peer - 3 share.
    8. KRDR 0.1 Tom Cauthers - 1 share.
    KXL, KPAM past sunset.

    Posted on July 19, 2009 - 03:07 PM #
16. Joe Ferguson
    

    junior diode
    Posts: 24

    Andy, just because no one explained it to you so you could understand it, doesn't make it double talk. See Robin Mitchell's explanation. It's right on.

    there are many who talk about ratings that do not understand them. I know it cam be frustrating to ask someone that you would expect to know and after listening for a few minutes, it becomes clear that they do not. But, that does not mean that no one understands. Perhaps Terry Danner will jump in here with an explanation (in laymans terms) to clear up any misunderstandings. She is as good as anyone I know for making the ratings easy to understand. Meantime, I encourage you to continue to call BS on those that give you explanations that are fluff.

    Just MHO.
    Cheers

    Posted on July 19, 2009 - 06:42 PM #
17. Randy_in_Eugene
    

    vacuum tube
    Posts: 133

    KRDR had impressive ratings for a 250 watt station on the east side. Was KRDR full-time country yet? If so, it probably explains why KWJJ, with a better signal, 50k/10k-N, went country in '65.

    Posted on July 19, 2009 - 10:33 PM #
18. Tom Parker
    

    flaming capacitor
    Posts: 49

    Weren't Pulse and Hooper notorious in their day for being willing to inflate station ratings for their "better" clients?

    Posted on July 19, 2009 - 10:44 PM #
19. Craig_Adams
    

    Radio historian
    Posts: 2,132

    Randy: You are correct. KRDR at the time was touting itself as "The Northwest's first 24 hour Country & Western station".

    Posted on July 19, 2009 - 10:56 PM #
20. Craig_Adams
    

    Radio historian
    Posts: 2,132

    7:00AM TO 7:15AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 7.7 Morning Mayor-Les Parsons - 25 share.
    2. KEX 6.6 Keep Time - 21 share.
    3. KOIN 6.3 Koin Klock - 20 share.
    4. KGW 2.5 Bill Davis- 8 share.
    5. KPOJ 2.3 Larry Kilburn - 7 share.
    6. KWJJ 1.8 Frank Hemingway News (ABC) - 6 share.
    7. KXL 1.6 News - 5 share.
    8. KPAM 0.4 John Pricer - 1 share.
    9. KLIQ 0.2 Bob McAnulty - 1 share.
    KPDQ was close to sunrise sign on.

    10:45AM TO 11:00AM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 6.2 Bob Stevens - 24 share.
    2. KEX 4.2 Ted Rogers - 16 share.
    3. KOIN 4.1 Arthur Godfrey (CBS) - 16 share.
    4. KGW 3.2 Ray Horn - 12 share.
    5. KPOJ 3.0 Chuck Bernard - 11 share.
    6. KXL 2.0 Serenade In The Morning - 8 share.
    7. KWJJ 1.0 Sammy Taylor - 4 share.
    8. KPDQ 0.4 Back To The Bible - 2 share.
    8. KPAM 0.4 John Pricer - 2 share.
    10. KLIQ 0.3 Phil Cosgrove - 1 share.

    12:30PM TO 12:45PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 6.0 Ken Chase - 24 share.
    2. KOIN 3.9 Come And Get It - 16 share.
    3. KGW 3.0 Ray Horn - 12 share.
    4. KEX 2.9 Ted Rogers - 12 share.
    5. KPOJ 2.4 Chuck Bernard - 10 share.
    6. KXL 2.2 Serenade In The Afternoon - 9 share.
    7. KWJJ 1.3 Sammy Taylor - 5 share.
    8. KPDQ 1.0 Master's Melodies - 4 share.
    9. KPAM 0.4 Promenade - 2 share.
    10. KLIQ 0.3 Jim Ameche - 1 share.

    4:15PM TO 4:30PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 7.1 Jack Par - 28 share.
    2. KEX 3.7 Frank Benny - 15 share.
    2. KOIN 3.7 Julius Walter - 15 share.
    4. KPOJ 2.8 Bob Blackburn's Jamboree - 11 share.
    5. KGW 2.5 Wes Lynch - 10 share.
    6. KXL 2.4 Limelight - 10 share.
    7. KPDQ 0.5 The Imperial Hour - 2 share.
    7. KWJJ 0.5 Ken Mendenhall - 2 share.
    9. KLIQ 0.3 News - 1 share.
    9. KPAM 0.3 Music To Remember - 1 share.

    6:00PM TO 6:15PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 8.3 Jack Par - 31 share.
    2. KEX 5.3 Roger Ferrier - 20 share.
    3. KOIN 4.3 The Big Show - 16 share.
    4. KPOJ 3.0 Bob Blackburn - 11 share.
    5. KGW 2.8 Merle Lingle - 11 share.
    6. KWJJ 1.2 Edward P. Morgan (ABC) - 5 share.
    KLIQ, KPAM, KPDQ, KXL, past sunset.

    9:30PM TO 9:45PM; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 4.8 Tom Murphy - 38 share.
    2. KPOJ 2.1 Dick Novak - 17 share.
    3. KEX 2.0 Program PM - 16 share.
    4. KOIN 1.8 The Big Show - 14 share.
    5. KGW 1.3 Music To Midnite - 10 share.
    6. KWJJ 0.3 Midnite Cry - 2 share.
    KLIQ, KPAM, KPDQ, KXL, past sunset.

    11:45PM To MIDNIGHT; THE PULSE, INC. MONDAY-FRIDAY, NOVEMBER 1961
    1. KISN 2.5 Tom Murphy - 39 share.
    2. KEX 1.2 Roger Ferrier - 18 share.
    3. KOIN 0.9 The Late Show / Meditation - 14 share.
    4. KPOJ 0.8 Dick Novak - 12 share.
    5. KGW 0.7 Music To Midnite - 11 share.
    6. KWJJ 0.2 Name Brands - 3 share.
    KLIQ, KPAM, KPDQ, KXL, past sunset.

    Posted on July 26, 2009 - 03:31 AM #
21. hwidsten
    

    vacuum tube
    Posts: 303

    Every ratings methodology has something wrong with it. The original Hooper Ratings were telephone based and relied on people to know what they were listening to when they received the call, and then required to remember what they listened to yesterday. Pulse had similar questions. Both of them used telephone methodology that was based on a pre-determined sample of homes in a particular area. Sometimes they reached enough people, and sometimes they didn't. Arbitron diary research is based on a pre-determined sample, and sometimes they place the diaries and don't get them back, and sometimes they do. But, most of the time there are certain demographic groups that are undersurveyed. And, Arbitron diaries are based on recall. The surveyed person must remember what they listened to and when. As the People Meter is being rolled out, we are finding that he diary is more of a "vote" for a station than it is representative of actual listening. There are some formats that won't survive in the PPM world because if the unit doesn't hear the station, it won't get surveyed.
    In my humble opinion, for the first time in many years, Programming expertise is going to become more important.

    Posted on July 26, 2009 - 03:46 PM #
22. Craig_Adams
    

    Radio historian
    Posts: 2,132

    Here's more on what Pulse did to arrive at their figures:
    ______________________________________________________________________________________

    THE USE OF THE ROSTER FOR THE IN-HOME AUDIENCE (THE PULSE, INC. NOVEMBER 1960)

    The most important step in the roster method is the determination of when the radio sets were on. To obtain this information a "time line" association technique is utilized in the interview situation. For example, consider the 9-12 Noon span. The interviewer visits the home after 4 PM. After the introduction and preliminaries necessary for the establishment of rapport, the interviewer asks if any radio sets were on between 9 and 12 this morning. Each hour is considered separately, 9-10, 10-11, 11-12.

    Each respondent is reminded of the ordinary household activities which go on during these hours. Probes such as the following are employed:

    9-10 - That's about just after breakfast time.
    When did the family awaken?
    When did they have breakfast?
    When did the grown-ups leave for work?
    When did the children go to school?
    Were you alone in the house by this time?
    When did you start your house cleaning?
    What household chore did you do this morning?

    10-11 - That's around the middle of the morning.
    Did you go out to do any marketing this morning?
    When did you get back?

    11-12 - That's just before the lunch hour.
    Did your children come home for lunch?

    Such questions help respondents to reconstruct the regular activities for the period being surveyed. It is a simple matter to associate radio usage with these activities.

    When the appropriate times of radio usage have been determined, the respondent is invited to study the roster for these times. The three-way guide on the roster, station, quarter-hour and program name are used in identifying whatever was heard during the time the radio set was on. This procedure eliminates the inflation usually obtained when respondents want to report their usual radio activity rather than their actual behavior.

    Posted on July 26, 2009 - 09:44 PM #
23. Waynes World
    

    vacuum tube
    Posts: 137

    What a fun finding! but how did Pat Pattee do? Also If I remember Roger Ferrier became Roger Hart. and Don Steele shot through the roof. its no wonder he went to LA. and Tiger Tom was sure popular. whatever happened to Russ Ripley? It seems like he worked on both 1520 and 910

    Posted on July 31, 2009 - 03:02 PM #
24. Craig_Adams
    

    Radio historian
    Posts: 2,132

    Wayne: You can thank "Tiger" Tom Murphy for sharing the books with us.
    Pulse didn't rate overnights, Midnight to 6, so Pat Pattee is a question mark. Yes, Russ Ripley worked at KISN and later KGON.

    Posted on July 31, 2009 - 07:56 PM #
25. Waynes World
    

    vacuum tube
    Posts: 137

    Yes, thanks Tiger Tom wherever you are.

    Posted on August 2, 2009 - 06:28 PM #
26. Craig_Adams
    

    Radio historian
    Posts: 2,132

    7:00AM TO 7:30AM; THE PULSE, INC. MONDAY-FRIDAY, AUG, SEPT 1963
    1. KOIN 6.8 Koin Klock - 22 share.
    2. KEX 6.6 Keep Time - 22 share.
    3. KISN 5.2 Paul Oscar Anderson - 17 share.
    4. KXL 2.1 Morning Show - 7 share.
    5. KGW 2.0 Kelley's Here - 7 share.
    6. KWJJ 1.7 Doug Baker - 6 share.
    7. KPOJ 1.6 Rod Anders - 5 share.
    8. KRDR 1.4 Laramie Clair Musser - 5 share.
    9. KGON 0.7 Ted Behr - 2 share.

    10:00AM TO 10:30AM; THE PULSE, INC. MONDAY-FRIDAY, AUG, SEPT 1963
    1. KISN 5.0 Addie Bobkins - 24 share.
    2. KOIN 3.3 Art Linkletter's House Party (CBS) - 16 share.
    3. KEX 2.1 Ric Thomas - 10 share.
    4. KXL 1.7 Serenade In The Morning - 8 share.
    4. KGW 1.7 Ray Horn - 8 share.
    6. KPOJ 1.6 Mark Allen - 8 share.
    7. KGON 1.4 Roger Hart - 7 share.
    8. KRDR 1.3 Smilin' Jim Hille - 6 share.
    9. KWJJ 1.0 Sammy Taylor - 5 share.

    12 NOON TO 12:30PM; THE PULSE, INC. MONDAY-FRIDAY, AUG, SEPT 1963
    1. KISN 5.1 Frank Benny - 22 share.
    2. KOIN 4.5 Come And Get It - 20 share.
    3. KWJJ 2.0 Paul Harvey News (ABC) / Sammy Taylor - 9 share.
    4. KGON 1.7 Ben Tracey - 7 share.
    5. KRDR 1.6 Buddy Simmons - 7 share.
    6. KEX 1.5 Ted Rogers - 7 share.
    7. KXL 1.4 Serenade In The Afternoon - 6 share.
    8. KPOJ 1.4 Mark Allen - 6 share.
    9. KGW 1.3 Rick Housley - 6 share.

    5:00PM TO 5:30PM; THE PULSE, INC. MONDAY-FRIDAY, AUG, SEPT 1963
    1. KISN 5.5 Don Steele - 32 share.
    2. KOIN 2.9 Glen Shelley Matinee - 17 share.
    3. KGON 1.8 Bill Western - 10 share.
    4. KXL 1.4 Limelight - 8 share.
    5. KEX 1.2 Jack Angel - 7 share.
    6. KGW 1.1 Wes Lynch - 6 share.
    7. KPOJ 0.9 Dick Novak - 5 share.
    8. KRDR 0.8 Smilin' Jim Hille - 5 share.
    9. KWJJ 0.4 Harry Shaw - 2 share.

    7:00PM TO 7:30PM; THE PULSE, INC. MONDAY-FRIDAY, AUG, SEPT 1963
    1. KISN 3.6 Tom Murphy -32 share.
    2. KEX 1.6 Nightside - 14 share.
    3. KGON 1.3 Paul Anthony - 11 share.
    4. KXL 0.8 Limelight - 7 share.
    4. KOIN 0.8 News, Sports, Music - 7 share.
    4. KGW 0.8 Chet Huntley (NBC) - 7 share.
    4. KRDR 0.8 Ross Davis - 7 share.
    8. KPOJ 0.7 The Fenwick Show - 6 share.
    9. KWJJ 0.1 Voice of China - 1 share.

    11:30PM To 12 MIDNIGHT; THE PULSE, INC. MONDAY-FRIDAY, AUG, SEPT 1963
    1. KISN 1.6 Tom Murphy - 40 share.
    2. KEX 0.6 Ray Willes - 15 share.
    3. KGW 0.5 Lee Peer - 13 share.
    4. KOIN 0.4 The Late Show / Meditation -10 share.
    4. KPOJ 0.4 Night Line with Arlan Walker - 10 share.
    6. KGON 0.2 The World Today (MBS) - 5 share.
    KXL, past sunset.

    Posted on August 2, 2009 - 11:59 PM #

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