PPM Rulebook Keeps Growing
September 13, 2007 at 10:24 AM (PT)
Due to the intense industry reaction to ARBITRON's HOUSTON and PHILADELPHIA sampling issues, PARAGON MEDIA STRATEGIES has added two more rules in its ever-growing "PPM RULEBOOK." The latest proclamations are:
Rule #14: Demand Better Internal Sample Management from Arbitron
Rule #15: Don't Sweat the Rankers
"Rule #14 is in support of COX Radio CEO BOB NEIL’s stand on the need for better internal sampling by ARBITRON," PARAGON Pres./COO of Research JOHN STEVENS stated. "Proper sampling is the bedrock of any research, and radio can’t afford to not have proper internal sampling for PPM to pass the sniff test of buyers. Rule #15 was actually prompted by comments on the PPM RULEBOOK website by ARBITRON’s PIERRE BOUVARD. PIERRE’s comments prompted us to recognize the highly compressed reality of PPM rankers."