Not Alan Beck. The Market Manager for Saga Communications in Champaign-Urbana, IL says the only purpose of ratings is for agency buyers to drive rates down.
Beck, whom many RBR-TVBR readers may remember from his years as COO of Brill Media, started out in small radio markets that didn’t have ratings. When he moved up to markets that did have them, he wasn’t impressed. So he got a warm welcome from Saga CEO Ed Christian when Beck was hired to run the company’s Champaign-Urbana, IL cluster and asked to drop Arbitron when the cluster’s contract expired.
In an interview with RBR-TVBR Executive Editor Jack Messmer, Beck explains how sales people should be selling the value of their radio station, not a bunch of numbers. In his view, every radio station, no matter how small or large, has more than enough listeners to ring an advertiser’s cash register – if the message is correct. Media Information Bureau subscribers click here for the full interview.