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station affiliated with CBS. And those became county by county maps, which we would supply to the advertiser or to the agency, so that the client could match his distribution to the advertising coverage that he was buying.

We had, as I recall, three layers of coverage: a primary layer and a secondary layer, and what we called a tertiary layer, but it was virtually everything else.

By primary layer and secondary layer, what exactly do you mean?

Where fifty percent or more of the people listened at least once a week to a CBS radio station, as I recall, was primary. Secondary was twenty five to fifty percent. And tertiary was zero to twenty-five. Those listening areas, so-called, were established on the basis of audience response, not just what the engineers said was possible. That became one of my hallmarks, if you will, because I was concerned that the engineers talked about what was technically feasible without any regard as to whether the person who owned a set really listened to that particular station.

A good example would be New York City, because New York City had a station that had 50,000 watts power, and I've forgotten now what the circle of influence would be, but the engineers would draw a circle without regard to whether anybody really listened. Or without regard to the topography. In the flatlands of the country it could be a fifty-mile radius. And in Manhattan, or in the mountain states, it could be entirely different because of the terrain.

I said it didn't count unless somebody actually listened, and that goes back, I think, to something we talked about earlier, which was my hang up, if you will, with behaviorism.