"Putting the Power of Science into Media Planning and Placement"

EMS History

Effective Media Services was founded in 1990 by George Feldman. The original mission was to use lifestyle cluster targeting information in promoting radio stations on TV and TV stations on radio. Additionally, EMS functioned as a consultant for the Lifetime Cable Network and placed all external advertising for Lifetime.

During this consulting period, EMS discovered the need for a computerized scientific approach for planning and executing on-air promotion campaigns. This product was designed to develop promotion plans based on GRP's (Gross Ratings Points) rather than numbers of spots, and enable promotion managers to get a better grip of their on-air inventory. Thus the name GRiPit!

The system has continued to grow and be improved on over the years. Today, more than 50 Television organizations utilize GRiPit! to manage their inventory. EMS is the only vendor in the marketplace able to deliver such pinpoint targeting, with market specific reach and frequency reporting.

George Feldman

George Feldman's career in broadcasting spans more than 40 years and includes positions with some of the industry's largest and most important companies, including CBS, ABC, Westinghouse, Katz.

His career has also taken him to ranking positions in several important organizations:

• Past President of the New York chapter of the Radio and TV Research Council
• Chairman of the Research Committee to TVB's NSAC
• Member of the Technical Advisory Committee of the Electronic Medoia Rating Council
• Member of the Arbitron Advisory Council for seven years

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Last modified: 11/15/05