Measuring radio has changed dramatically. It has gone from a memory challenge to reality with the advent and employment of Arbitron's Portable People Meter. Charlie Sislen, a partner in Research Director Inc., which has worked for several radio companies including CBS Radio, Clear Channel and Citadel told Media Life Magazine "The very first thing that everyone has to realize, and it sounds so simple but so difficult to grasp is that nothing has changed about real radio listening. The only difference is how Arbitron is measuring it. In the old way they measured a perception. In the new way they measure an exposure. It doesn't matter. If a station was right for you in a diary world, they are right for you in the PPM world." Sound advice that's worthy of noting...
Sislen believes that radio buyers should buy the same way that TV buyers do - seasonally. "If the buy is for August, see who did well last August and where they are now. Certain formats do better at certain times of the year. Christmas is the ultimate example. When you are buying for Christmas next year, you should absolutely be using the Christmas book for last year. It also doesn't make sense to average ratings from February, March and April for a buy in July. Radio listening in February and radio listening in July are nothing alike. Look at Washington's (D.C.) all news WTOP which had a 14 share in February because there was 3 feet of snow on the ground. Should that influence a buy in July?" Sitting here in the northeast with temperatures near or above 100 every day, it's hard to imagine 3 feet of snow, but we get the idea...
Sislen wraps up his message when asked about future trends. "The meter can tell whether a person is listening to a station's terrestrial signal or over the Internet. I believe that very soon we'll start to see some very significant internet numbers for stations. Advertisers have to start thinking about how they can utilize this internet audience and maximize the opportunities there." While this message was for buyers, the sellers of radio air time should have their ears wide open...
10 Timeline Memories:
1.1754] The Name Game: Kings College opens in Manhattan. 30 years later, Kings College becomes Columbia. Students will enter on July 17th...
2.1865] Hang 'em High: Four people convicted of conspiring with John Wilkes Booth in the assassination of President Abraham Lincoln, are hanged in Washington, D.C...
3.1964] All-Stars: Newly opened Shea Stadium hosts the 35th All-Star game, a 7-4 win for the National League...
4.1983] Visiting the curtain: 11-year old Samantha Smith of Manchester (ME) leaves for a visit to the Soviet Union at the invitation of Soviet leader Yuri Andropov who met the girl on a visit to the U.S...
5.1987] Ratting out: Lt. Col. Oliver North begins his public testimony at the Iran-Contra hearing. North tells Congress that he "never carried out a single act", "not one" without authorization...
6.1990] Wimbledon Winner: Martina Navratilova wins a record 9th women's single's title...
7.2003] Gotcha: A federal judge approves a settlement fining WorldCom $750 million for its $11 billion accounting scandal...2004] Former Enron chairman Kenneth Lay, is indicted on criminal charges related to the energy company's collapse. The trial will take everything out of Lay who would have a fatal heart attack before his sentencing in July, 2006 at 64...
8.2005] Terror in the Underground: Terrorist bombings in 3 Underground stations and a double-decker bus kills 52 victims and 4 suicide bombers in the worst attack on London since WWII...
9.2005] Influenced by Live 8, the G8 leaders pledge to double 2004 levels of aid to Africa from $25 to $50 billion by 2010...
10.2006] "Happy Trails": Pink Floyd's Syd Barrett dies from pancreatic cancer at 60...
Music Memories:
•1954] Elvis Airplay: WHBQ (Memphis) DJ Dewey Phillips plays "That's All Right" on his show. It's the 1st Elvis record ever played on the air...
•1965] Recorded on this date: "Respect" - Otis Redding...
•1967] #1 on this date: "Light My Fire" - The Doors...
"Happy Birthday...happy birthday":
Ringo Starr (70), Doc Severinsen (83) & Pierre Cardin (88)...
Timeline Countdown: 6 days until the MLB All-Star Game & 18 days before NFL training camps begin opening...
