Obit: Industry Watchdog Dick Weinstein, Dead At 70
by Joe Mandese,
Jan 3, 2013, 8:41 AM
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.
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.
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