I like the pressure some industry leaders are putting on Arbitron. They continue to drag their feet and their products in relation to the amount of money they charge are inferior and have been for a long time. Anyone who has used Tapscan knows exactly what I mean. However, having said that I believe, as do many, that PPM will be the ratings measurement. And knowing that we all need to do whatever we can to make it the best measurement possible for Radio’s future. If we were to go back to the diary method in PPM markets Radio audience levels would lose what little credibility they have now.
Mike Cavanaugh, Account Executive
KUPL, Portland
