Judging the Popular Taste

Radio Record, Volume II, Issue 22, 14 December 1928, Page 4

Judging the Popular Taste

The big radio competition, for which the prize is a £50 Columbia Grafonola, donated by the New Zealand Distributors of Columbia Products, closed on Wednesday, November 31.. The response exceeded anticipations. No less than 3015 valitl coupons were returned. The work of calculating the New Zealand average from the marks given to each particular item was done by the Burroughs | Adding Machines. The New Zealand order of popularity thus derived is published below. It would appear that no competitor has the full order correctly stated, and this fact resulted in much careful checking being required to ascertain who was the nearest to the correct order. :

f Sagpicemeiany OR days after the big ate aN competition was put on the air, hundreds of coupons poured in by every mail into the office of the a Broadeasting Company, at Christchurch. Solid bundles of envelopes every mail packed P.O. Box 1079.. It was a splendid response, and greatly exceeded all anticipations. In a recent Mystery Night competition, held at 1YA, when a prize of the same value was ‘offered, the entries were less than 300. On this occasion, they totalled 3015 valid coupons, with others which arrived after the closing time. bd

The competition was the essence of fairness, and the winner is deserving of the heartiest congratulations. The competition certainly aroused a very great deal of interest, and the answers sent in provide an illuminating analysis.

While the entries are such, a very satisfactory total, they do not represent the total interest which was taken in the’ competition. Many letters received speak of the competition, but do not enclose a coupon, yet the writers are keenly anxious to know what the result of the voting is. Although

| | ‘ | L | 1 | J there was a valuable prize to be wou, and there was no entrance fee, many listeners, though very interested, did not bother to fill in coupons. A FEW listeners found difficulty in filling in the coupons correctly. Some of the misconceptions were exeusable, and wherever possible their coupons were counted, but in some instances it was impossible to know what the entrants meant, or on what principle they worked in allotting the marks, and stating the order of popularity. The filling-in of the coupon was really very simple, if the instructions were followed. All that had to be done was to fill in opposite each item the number of marks awarded, and then to state in the column on the righthand side the number of the items, in their order of preference, commencing at the top. Yet, some competitors had their own way of interpreting the instructions. In one instance, a husband and wife sent in coupons. Each had a different opinion as to the relative merits of the items-and each had a different way of filling in the coupon. In this case, the wife was correct.

Other instances of a simlar nature could be cited. Whose Taste? QTHERS had difficulty in filling in the coupon, on the ground that they had to choose between their own

preference and what they thought the public would like. One correspondent questioned whether, for this reason, the aim of the competition was not defeated. as entrants would state the popular taste rather than their own fancy. The company ‘had considered this aspect before launch-

ing the competition, and had concluded that the majority of listeners would give their own preferences, being colvinced that such preferences were not only their own but the general ublic’s. Wowever, it was evident, | tov, that if listeners did state what they considered was the order of public popularity, this was what the competition aimed at obtaining. It is possible, however, that in future competitions gome means will be found for overcoming the quandary in which these special listeners found themselves, and that they will have the opportunity of expressing their own preferences as well as their opinion as to what the public wants. A Comparative Tally.

CAREFUL tally and check were kept on all coupons as they came in. On November 22 and 23 there was a comparatively poor response, the coupons received being 311 and 421 respectively. But it was soon quite evident that competitors were not hurriedly sending in their replies. Monday morning’s mail saw the correspondence clerk laden down with nearly 600 coupons, as well as the ordinary heavy mail. Tuesday brought the week-end entries, the result of some quiet consideration, over 800. The closing date saw a still heavier mail875. There were more even after that, but they were too late. It was at 2YA that the programme was first broadcast, and every day afterwards saw consistently heavy polling, the coupons received daily from 2¥A being: 291, 211, 236, 403, 409. These figures give rise to the conjecture as to how many more coupons would have been received had the competition been open a few days longer. It is very probable that all the stations would have sent in many more, for it has: to be remembered that the Auck-

‘land competitors, who are furthest away, had one day less, and the Christchurch listeners had two days less than Wellington in which to send in their answers. The number of coupons received and allocated to the various stations were: asndine en pore sia oe

LXYA cecscncecseees 682 SYA . cccccccccscces 1550 CLA @eevaeesevneeoeeane 617 AYA coccccevecncee 216 2YA, it will be seen, sent in a little more than half the total number, while 1YA and 8YA were practically even. The response from the South Island generally was poor, but that is characteristic of the South Island in regard to competitions, even when there is no fee for admission. _Response from "Radio Record." [t is an interesting fact to observe, too, in regard to the coupons returned that nearly half of the total number had been obtained from copies of the "Radio Record." Of the many thousands distributed among booksellers and radio, dealers, only 1117 came back, while 547 people wrote out their

Sl entries, neither "Radio Record" nor coupon being available. These written ones were almost invariably correctly filled in, but the paper used and the writing displayed all styles and conditions. One entry was sent in neatly typed, by a blind mian, but though he made & good attempt he did not get the prize. The ‘heatest written coupon came from a man who was evidently a draughtsman. Presumably he had had a big struggle with his official coupon, so he caréfully drew a new one. Calculating the Averages. Wit 3015 coupons to handle, each with 17 items, or 51,255 items in all, the work of totalling up the marks was a prodigious undertaking. It could be done expeditiously and accurately only on a calculating machine. And so the Burroughs Adding Machine ComPor

~- pany in Christchurch did the work. Though nearly a quarter of a mile of paper was used, chock full of figures, Burroughs did the job in very quick time. Entries closed on Wednesday morning, and by Thursday evening at 10 o’clock the marks from all the coupons had been transferred to the tape. Of course, to do such a big job in such a short time shows that the manipulation of a calculating machine such as Burroughs must be simple. One young lady handled the coupons, called out the marks, and ticked them off on the coupon as she did so. The young lady at the machine pressed the keys, and the paper rolls gradually unwound themselves‘ as they were printed by the machine. It was like a typist taking down dictation. There was no hitch, no stop. The reader read on and the typist typed. The coupons had been arranger an pn ee | ree = =s20. 7°23 SSO ee ee ee ee ee ee ee ee ee ee ee ee ee et

ed according to the stations marked upon them so the marks for each sta.tion were readily available wherever required. It is a way these calculating machines have-they can give a total instantaneously when required, or they can subtract or multiply. In fact, the Burroughs people have in their office a machine which is an accountant robot. It will literally keep the books and make out the accounts of a business firm. A Burroughs machine reduces to a minimum the liability of human error. The following statistics will be of interest :- COUPONS ne cccecccccccuce 3,015 Total items .......secacee 51,255 Total marks ............. 3,979,997 Average per item ......... 77.65 Highest average .......... 87.47 Lowest average ......... . 68.01 Difference ..... eoeeeecees 19.46 Marks for 1YA coupons ... 823,695 Marks for 2YA coupons ... 2,091,948 Marks for 3YA coupons ... 762,961 Marks for 4YA coupons ... 301,393 Sorting Out the Winner. "Bur after the day there’s a price to pay." And this the staff at the head office of the Broadcasting Company is finding out. All those 3015 coupons have to be checked over again to

= find out who has got most items placed correctly. This is a far greater. undertaking than was anticipated. The numbers on every coupon have to be compared with the correct figures, and this means an enormous amount of work. The latest report from Christchurch shows that checking over discloses that the competitor at present in the lead has seven items correctly placed. The name of the winner will not be available for this issue of the "Radio Record." In the meantime, WHO IS THE WINNER? Review oi the Figures. ND what does the voting reveal? There is, of course, a very wide divergence in the public’s appreciation of radio items. A casual examination of the coupons, that is, looking at one after the other, created a mental chaos, | There were no two coupons alike, and — a -- was oe ~ ens om anhemnredas emp ndarmatel

RN RI NE Ee me ~ iF : as one turned over the coupons, one could not form any idea of what the people preferred, beyond the fact that the orchestral items seemed to be very frequently at the top of the column and jazz at the bottom. It was only by a careful analysis and calculation that the consensus of public opinion could be obtained. These figures well reward a careful examination. They may be divided into three groups -orchestral first, solos. second, with grand opera and jazz last. The best known items have come top. The a we net

definition of what is a "popular" . admits of a wide discussion, but subject may here be disposed of saying that "popular" items do. necessarily mean that they are music. Rather can popular items described as those which have a di appeal to the public, and whose m have been such that they have s the test of time while they have becoming well known. The pe want what they know. They h voted for the class of items they best; and the numbers they know are those they have heard over over again. A survey of the items their order of popularity will pr that. For instance, the item which hea the list in popularity, "Poet and P ant," is a very well-known overtv having been played by orchestras | é bands for years past.

"In a Persian Market" is a g middle-class descriptive sketch and very well known. It is descriptive the Hast, which is nearly always popular theme. "Martial Moments" is a medley of best known marches, always popula "Three O’Clock in the Morni (Hawaiian Marimba Orchestra) is sentimental number and again is a v well known piece. "Slumber On, My Little G Sweetheart" (baritone solo) is a w written sentimental song and it has big appeal. "March of the Toys" (orchestrat) not very well known, but it has a st ing rhythmical interest. The "Hungarian Dance" (violin) a "Liebestraume" (piano) are two cl sical numbers moderately well kno but with particular interest. "I’ve Seen the Swallows Pass" (s prano solo) and "Valse Mazanett: (Saxophone solos) have no speci appea! to the general mind exece through their brilliancy. "I’m 94 To-day" is a comedy. "Largo al Factoturan," an opera’ solo from "The Barber of Seville" a very well-written solo and ma

cently sung, but is almost complete unknown. "Get Out and Get Under the Moo is an ordinary form of fox-trot, which there are hundreds written ever year, but it is among the best of ‘ther "Memories" from "The Stude Prince" is a good comedy’ number wit] sentimental interest, but it is largel unknown. The grand operatic solo, "Credo, " 5. quite unknown. -"Gems from ‘O! Kay,’" a jazz nu ber-only slightly known. |

NAME OF ITEM. Symphony Orchestra-‘‘Poet and Peasant." Comic Opera (vocal) -"Memories" (from "The Student Prince’) ....... evcces TT eer Piano Solo-‘‘Liebestraume"’ sc. eeee eens Grand Opera (vocal) -"Credo" from "Otello’) -«-_-_cacace ceccccvaccces Pre Saxophone Solo-‘‘Valse Mazanetta." ...... Song (comic)-"I’m 94 To-day." ........ Light Orchestra-"March of the Toys." .... Song (soprano) with flute obligato-‘"I’ye seen the Swallows pass." Seuccecs teases Orchestra and Chorus-‘In a _ Persian Market." oe Violin Solo-‘Hungarian Dance’ No. 1. 09 a e@eeteseeteetveeepeveeseagpeeeve Song (baritone)-‘Slumber on, my little Gypsy Sweetheart." ....... cee eee ee Hawaiian Marimba Orchéstra-‘Three o’clock in the Morning." -son. ce cceecccveacs Grand Opera (solo) "Largo al (from "The Barber of Seville.") . . Comie Opera "The Gondoliers." ,.....ecccceeees eees Reyue (duet)-"Gems from Oh! Kay." .... Jazz Orchestra-"Get out and get under the Moon." 220,933 233,471 212,070 230,855 229,746 237,921 231,219 254,833 234,888 239,908 248,941 223,938 239,705 205,058 223,599 249,192 es 8,870,007 Total Marks Awarded. 263,720 Average Order of Popularity for N.Z YA. 2YA, @BYA. 4YA. 87.47 1 1 1 1 73.28 9 9 9 HY) T7438 17 12 12 17 70.34 12 17 17 12 76.56 14 14 7 11 46.27 11 11 11 14 78.91 10 7 38 ° 6 76.59 7 10 14 10 84,53 5 8 10 3 F791 3 3 5 5 79.57 8 5 6 8 82.57 6 6 16 7 T4.27 13 13 2 18 79.50 16 16 8 16 638.01 2 2 18 2 74.16 4. 4 4 4 82.65 15 15 15 15 Item ‘Numbers in N.Z. Order of Popularity. 1 9 17 12 11 14 7 10 Ist 2nd 3rd 4th 5th 6th %th Sth 9th 10th 1ith 12th 13th 14th 15th 16th 17th