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What impact did this have on your work at CBS? I mean, it must have been a --

Tremendous.

It must have been a tremendous breakthrough.

So did the study of what people you would hire for jobs --

Oh, yes. Absolutely.

Because it gave management insight that they never had any other way. Very simple thing: go out and ask somebody.

Now, I was lucky. I came on the scene, in the first place, in a new medium that didn't know what it was doing; didn't know its impact; didn't know its strengths, didn't know its weaknesses. No one in the advertising world knew anything about it. Or, to the extent they did, they knew it because it rang the cash register, but not because they knew anything about coverage and so forth. So I got on the elevator and as I've said on other occasions, it was going up and I couldn't get off. It was just that kind of a lucky break.

The other side of the luck was that I came out of an industrial psychology training and statistical background that equipped me to do that ordinary kind of audience research. Today you wouldn't even pay any attention to it because the techniques are much more sophisticated. But I didn't know it and no one else knew it. And the Literary Digest had