Friday Flashback: SRDS in Your Pocket
While digging around in our archives, we spotted a first-ever pocket-sized edition of SRDS released in November 1922. Though the book is more than 90 years old, it's in pretty good shape and packed with all of the data that media buyers and planners needed on newspapers. Take a look at this blast from the past!
Here's what the up-front says:
"In this first issue of the new Standard Rate & Data Service in Pocket Size (covering newspapers only) will be ound a surprising amount of important information pertaining to the display rates of ALL daily newsappers throughout the United States and the circulation of such papers.
The study, investigation and analysis which preceded the publication of the first issue, and the exceptional care exercised in its preparation and compilation, enables us to put forth this latest accomplishment with a conviction of the greatest confidence as to its practicality, accuracy and ease of reference.
Here is a Pocket Service serving a distinct purpose--a service containing all of the vital information necessary where our more complete Portfolio size is not imperative, yet a service sufficiently abridged as to avoid bulkiness.
Reference to a few of the listings will prove more convincing than anything we might say. Notice the clean-cut typographical arrangement, the logical order in which the inforamtion is given, the style of type contrast in the names of the state, city and paper.
At a glance, you know exactly the meaning of each figure--no guess work--no confusion! The same uniformity is carried out from Alabama to Wyoming.
You'll find it a pleasure to use this handy "pocket" service and when it's in the pocket, for all its size and weight, you'll never know it's there!"
While we no longer offer pocket-editions at Kantar Media SRDS, it's pretty remarkable to see one from the roarin' 20s!