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Was still very unusual.

Oh. Very unusual. In fact, in my undergraduate years, I didn't know anybody who owned a radio, except the fraternity had a big radio in sort of the playroom.

And that caused me to -- there was very little written about radio in those days. I then had to write a lot of people to find out what was going on. That caused me to write people who were using radio -- advertisers and advertising agencies who were involved. And I turned out just an ordinary paper on radio advertising.

From this seminar.

I never went to a seminar.

Oh, you did your own work.

I just did the paper. And nobody was interested in hearing what I found out. I even typed the paper on yellow paper, bright canary yellow paper, because I wanted it to stand out in the papers that were submitted. And I never got any reaction from the professor at all. As I recall, I got an A- on it, but it was not a distinguished piece of writing.

Do you remember what your conclusions were?

Oh that it was the greatest thing since sliced bread as far as the advertisers were