Radio: Audimeter

A 4 in. x 5½ in. box. designed and colored to suit the housewife's fancy, was installed last week inside the radio of an average-income family in Chicago. Installer was A. C. Nielsen Co.,'s Executive Vice-President Hugo L. Rusch, who is out to start a new and much better listener survey service for advertisers. Two hundred similar "Audimeters" will soon be placed in private homes and the Nielsen firm, Chicago marketing research organization, expects by the end of the year to have more than 5,000 spotted in radios throughout the country.

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