Coleman Dispells PPM Myths For Houston Radio Programmers
April 28, 2006 at 10:35 AM (PT)
COLEMAN INSIGHTS President JON COLEMAN and VP GREG DUNKIN held a private presentation last week in HOUSTON during ARBITRON's PORTABLE PEOPLE METER (PPM) programming sessions with representatives from CBS RADIO, CLEAR CHANNEL, COX, SUSQUEHANNA, and UNIVISION to discuss how changing from diaries to electronic measurement in a presentation entitled "INSIDE VS. OUTSIDE THINKING" will not have a signifiant impact in attracting a sizeable audience and generating strong ratings.
COLEMAN says,"Radio stations will have a lot more success under PPM if they spend less time thinking about how to game the system and more time developing compelling programming and building strong brands."
He added, "We’ve heard a lot of discussion about how stations should do things differently to succeed in a PPM world. Our belief, based on both years of experience and extensive analysis of PPM data, is that the things that have always made great stations successful will continue to do so when PPM data becomes the ratings currency."
DUNKIN notes, "For years, COLEMAN has espoused the idea of Outside Thinking to its clients. If radio programmers can view their stations from the outside like listeners do and understand that listeners do not care, are not paying attention, have extremely simplistic perceptions and attitudes about radio and listen for instantaneous need fulfillment and program and brand their stations accordingly, their chances of achieving ratings success under the PPM system will be bolstered significantly."