E. Q. & What to Do: E. Q. & What to Do

Last week Dr. George Gallup's Audience Research, Inc. (which has been studying the popular appeal of movies for about nine years) served notice that Mr. Hooper would have to move over in the radio field. Hereafter, sponsors will be supplementing their shoptalk about Hooperatings with a stunning new trade term that Dr. Gallup calls E.Q. (Enthusiasm Quotient).

The Gallup methods are as highfalutin as the language. A radio star's E.Q. is figured by equating the percentage of people who confess to having heard him (Gallup calls it "public familiarity") against the response he gets ("audience enthusiasm"). Unlike Hooper, who uses...

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