The Media Audit Enlists Former Arbitron Exec Les Tolchin As Consultant; Liberman And Cumulus Sign On For Houston Tests
March 23, 2006 at 6:17 AM (PT)
THE MEDIA AUDIT has enlisted the consulting services of DONERAILE INTERNATIONAL, a strategic marketing firm led by LES TOLCHIN, former head of ARBITRON's radio group services unit.
"We have the technology, the partnership with IPSOS, the necessary resources and the resolve to fully execute our business plan," noted THE MEDIA AUDIT Pres. BOB JORDAN. "Our mission is to serve radio and the advertising community, not only with the best technology, but also with the most talented people. Hopeful of earning the radio contract for electronic measurement, we recognize that such an undertaking to deliver a superior ratings product requires individuals who are extremely knowledgeable, dedicated and possess the energy level to go above and beyond. Accordingly, we have drawn up a game book of the finest players to join THE MEDIA AUDIT/IPSOS team. Bringing in LES TOLCHIN, a well-respected and forward-thinking radio executive is indicative of that operating philosophy."
"I have a deep regard for radio and the people involved in it," said TOLCHIN. "This is a rather exciting time as the group heads aggressively reshape and revitalize the industry. Radio has evolved over the years but the various ratings services have not kept pace. The pursuit of a new electronic measurement system, such as THE MEDIA AUDIT/IPSOS Smart Cell Phone program, reflects the progressive thinking of the medium's leadership. This bodes well for radio's future and I am pleased that I can play an active role in this momentous endeavor."
In other news, LIBERMAN BROADCASTING has joined the list of station owners agreeing to encode their HOUSTON stations for the MEDIA AUDIT/IPSOS cell phone meter test. Earlier in the day, broadcaster CUMULUS was added to the list.
CEO LEW DICKEY said in a press release that "we view our participation in this cell phone-based electronic measurement test as an essential first step. We are strongly committed to the development and subsequent roll-out of an electronic measurement technology that accurately captures all radio listening in a timely and efficient manner."
CUMULUS and LIBERMAN are the sixth and seventh bradcasting companies, respectively, to join the test, a list that includes RADIO ONE, COX, CBS, CLEAR CHANNEL, and UNIVISION. SALEM and SUSQUEHANNA are the major companies yet to commit to the test, which starts in 6 to 8 weeks.