Dr. Jerry Boulding Reports From Day 1 Of The Arbitron Client Conference

Doc Wynter

ALL ACCESS Urban Editor Dr, JERRY BOULDING was on hand at this year’s ARBITRON CLIENT CONFERENCE at the WESTIN in ANNAPOLIS, MD.  He provided us with this report from Day 1 of the event, WEDNESDAY (12/5):

The conference kicked off on WEDNESDAY with The Urban PD Clinic.  CLEAR CHANNEL SVP/Urban Programming DOC WYNTER hosted the event and offered a presentation and some thoughts on the current state of Urban radio. WYNTER said that PPM measurement was a wake-up call and that we had been lulled into a false sense of security that we sustained the same level of admiration from our audience as we had in the past.

This session was followed by “PPM Five Years Later,” presented by ARBITRON VP BILL ROSE, filling in for JON MILLER, whose wife recently gave birth to a baby boy.  The question “What cuts through in ARBITRON?” was raised and answered in this session, with ROSE noting that programmers have a vey hard job and need to learn how to cut through on a perception level and have that translate into ratings results.

ROSE also moderated the Urban PD Clinic Programmer Panel. Resource panelists included YMF Urban WBLS/NEW YORK PD SKIP DILLARD, CLEAR CHANNEL SVP/Urban Programming DOC WYNTER, RADIO ONE SVP Programming JAY STEVENS, and CBS RADIO Top 40/Rhythmic WPGC/WASHINGTON PD JASON KIDD. They discussed the most important trends and challenges facing today’s urban stations.

ROI MEDIA SOLUTIONS partner MARK O’NEIL presented “PPM Metrics That Drive Revenue.” He zeroed in on the metrics that produce significant revenue gains in PPM.

ARBITRON Digital Media Manager JACQUELYN BULLERMAN led the discussion on “Social Media For Urban Broadcasters” by examining social media success and the best practices for capitalizing with your brand in the online world.

MEDIA MONITORS Pres/CEO PHILIPPE GENERALI demonstrated how best to use and interpret M-score to track music in his presentation, “Maximizing M-score.”

The final session of the morning was one entitled “ARBITRON Experts Q&A.”  Several ARBITRON experts discussed methodology and answered questions from the attendees.

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