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General Managers...Stop The Whining About PPM

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(2/24/2011 9:26:41 AM)   Flag as inappropriate content

- Donald
(2/24/2011 9:10:24 AM)   Flag as inappropriate content
I have been in radio for over 40 years, working in small markets where we don't care about ratings. Our "ratings" are the results we have gotten for our local advertisers. In other words, I'm not on of the GM's whining about PPM. I don't even care if it exists!
- Maynard Meyer
(2/24/2011 8:59:23 AM)   Flag as inappropriate content
Pollsters have told me for years about the difficulty of reaching educated, working women because they are running kids around, attending PTA meetings, rarely at home and on extensive do not call lists. Most of these women would never wear a bulky pager on a suit. PPM hurts sophisticated stations and neglects its listeners. My take--until PPm is an app downloadable on smartphones it's neither accurate nor reliable.
- Sheila Hamilton
(2/24/2011 8:56:56 AM)   Flag as inappropriate content
PPM is not 'vastly improved' over unaided recall. This time, Walter, who's normally right on the money, has got it wrong.
PPM samples are too small to do the kind of micro analysis radio does. This is a statistical fact, not opinion.
Until we get more meters in every market, operators and statisticians have a right to be critical - even if they don't whine while they are doing it.

- john parikhal
(2/24/2011 8:52:21 AM)   Flag as inappropriate content
Well said! One of my mottos has always been 'only concern yourself with that over which you have control'.
We have no control over advertiser demand for PPM and more accurate measurement.
We may not like the results, but there is no disputing the PPM technology is more accurate than asking audience to 'vote' in a paper diary.
And if the whine is PPM is turning radio into a rech medium, here's a news flash...there have been a lot of successful account execs in a wide range of media who have made a lot of money selling 'reach'.
Quit whinning and start selling!

- wayne ens

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