Radio Ink Magazine

Last Touch Data

There is a famous quote from John Wanamaker:

“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”

Wanamaker sent us on a quest to determine “what is working.” It is a worthy quest.

Enter the Yellow Pages. They figured how to twist the Wanamaker Question to their own advantage. “Put a different phone number in

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