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another direction, which was, in those early days, you could find pure communities that didn't have radio. So I could go to Iowa and find a community that still didn't have radio in 1935, and find a community in New York that was about the same economically and culturally that had radio, one with commercials and one with just newspaper advertising, and radio just beat the pants off of print, in terms of whether they went to the grocery store to buy a product.

Actual purchases. Yes.

It wasn't a question of whether they remembered anything, the test was what they did.

You mean actual results. Yes.

And that took me back to the days when I was up to my eyebrows in the whole area of behaviorism as against the theoretical stuff that was going on with the clinical people and Freud and so forth.

In fact, when I first came to New York, and this has nothing to do with anything other than it's just a footnote, I fell in love with -- don't misunderstand me -- I really got very close to a man that I brought from Vienna to New York on another project, who was a student of Freud. And knew all the analysts in New York City.

And his name?