Frank N. Magid, a pioneer in the field of survey research who helped shape the modern media landscape, died February 5, 2010, in Santa Barbara, from complications of lymphoma. He was 78.
Frank N. Magid Associates, the Iowa-based company Magid founded in 1957, analyzed data for clients throughout the media industry, and was particularly influential in television.
Based on his company’s research, Magid recommended that CBS feature Walter Cronkite as a solo anchorman on the CBS Evening News, a decision that helped to make Cronkite a major force in the news business.
Other influential developments shaped by Magid include the modern network morning show format, which emerged from ABC's Good Morning America, which he helped to develop, and debuted in 1975. He also conceived the so-called “Action News” format for local newscasts.
Instead of a single news anchor reading stories while seated in front of a static background, “Action News" combined hard news with other features, including health, consumer advice and other subjects.
The format launched in 1970 at WPVI Philadelphia, and became an immediate success. Today, the format is seen throughout the media.
Magid was born on September 1, 1931, in Chicago. After serving in the Army during the Korean War, he earned his undergraduate and graduate degrees from the University of Iowa.
He retired as CEO of Frank N. Magid Associates in 2002, but remained chairman of the company until his death. When he retired, his son, Brent, became CEO.
Magid was active in many civic and charitable organizations. He served on the National Board of the Smithsonian Institution and was head of the International Advisory Board of Direct Relief International, a humanitarian medical relief organization.
He is survived by his wife, a brother, two sons and four grandchildren.