Greater Media's Smyth: Watch Costs Of Ratings Meter System
April 3, 2006 at 6:05 AM (PT)
GREATER MEDIA President PETER SMYTH's monthly newsletter for APRIL voices his company's support of a metering system for ratings but warns that "there are issues still to be resolved."
"This ratings system may turn out to be far more costly to radio operators at a time when revenues are stagnant," SMYTH writes; "this is a significant obstacle to adoption." SMYTH also warns of the need for extensive training for staff to teach them about the new system and says "we must be sure that radio will receive an adequate return on our investment in better measurement."
Read SMYTH's APRIL dispatch by clicking here.