Richard (“Dick”) Weinstein, a long-time advertising and media executive who led the Media Rating Council during a crucial period for the industry watchdog, died Sunday. He was 70.
“We’ll miss him,” said current MRC CEO and Executive Director George Ivie, noting that when Weinstein took the helm of the council in 1993, its membership had dwindled to 15 and
it was “losing its relevance. Dick was integral in restructuring and revitalizing the MRC.”
Weinstein served as CEO and executive
director of the MRC until 1999, until he was succeeded by Ivie, who described him as a “mentor.”
As part of his revitalization of the
MRC, Weinstein pushed the organization to develop more “buy-side” representation in its members, ensuring that the voices of media ratings end-users -- advertisers and agencies -- were
represented directly in its audits, review committees and accreditation processes.
Weinstein also formed and ultimately consolidated the
MRC’s cable and broadcast television committees and strengthened the overall involvement of MRC members in the council’s decision-making.
Most significantly, Ivie said Weinstein was the first MRC chief to “seriously challenge” the efficacy of rating service procedures, building on the
council’s original mandate of simply auditing that they were doing what they said they were doing.
Prior to his work at MRC, Weinstein worked at media sales reps Katz and Petry, and
media research firms Birch Radio Research and Arbitron, as well as Madison Avenue’s Dancer Fitzgerald Sample.
A service will be held at noon today at Gutterman's Chapel, 8000 Jericho
Turnpike, Woodbury Long Island.