Harker On Radio Vs. Pandora: 'Second Is The First Loser'
January 26, 2012 at 1:52 PM (PT)
In the latest column on Radio Insights, HARKER RESEARCH executives RICHARD HARKER and GLENDA SHRADER BOS took a recent research study to task for asking the wrong question about the comparative popularity of PANDORA vs. local radio.
"Have you seen research that says listeners love PANDORA more than local radio?" they wrote. "It’s wrong. Not the answer. The question is wrong -- and misleading. It’s wrong because people don’t listen to local radio. They listen to local radio stations. The difference is critically important in how listeners answer the question. If you want to know whether a person prefers PANDORA to local radio stations, you have to ask the listener about the specific radio stations he or she listens to."
Read the entire post here.