Bouvard, Crawford Rally The Greater Media Troops
April 25, 2006 at 7:03 AM (PT)
MINDSHARE President/Local Broadcast KATHY CRAWFORD and ARBITRON President PIERRE BOUVARD spoke at GREATER MEDIA's 2006 management meeting last week, which was held at AMELIA ISLAND PLANTATION in FLORIDA.
CRAWFORD stressed that radio needs more accountability and tangible return on investment (ROI) metrics, while BOUVARD provided an overview of how ARBITRON's Personal People Meter can fill those needs. Both stressed the need for radio to present marketing solutions, and to focus not on ratings points, but on the station's ability to energize its listeners to become consumers.
“Having KATHY and PIERRE speak at our meeting was a tremendous opportunity for our managers to hear the advertising community’s perspective on our industry as well as learn more about PPM,” said GREATER MEDIA President/CEO PETER SMYTH, who hosted the event.