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Frank StantonFrank Stanton
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believe the first thing I had to do was to put the research on the eye versus the ear into readable form. And I believe we talked about that in the earlier session.

Q:

We did.

Stanton:

That turned out to be a paper in the Journal of Applied Psychology

1”Memory For Advertising Copy Presented Visually vs. Orally,” February 1934 issue.

, and a more readable form of it was reprinted by CBS. As I recall, my first assignment was to put that in a form that could be published because obviously CBS wanted to distribute it and get some recognition for the place of the ear in advertising.

Gradually, I picked up other responsibilities. But I don't recall that anyone said, “This is what you do.”

Q:

So you created your own?

Stanton:

In a sense, yes. The company was very small. When there was a need for it, everybody pitched in and did what had to be done and the next day we did something else. There was very little structure to the department. And as we grew, of course we had specialists working in the area of coverage, and coverage maps. And we had a Mapping Department, because we had to show visually to the advertiser the areas of influence of the network, or, more technically, the areas where someone with a radio could hear a





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