Arbitron Previews Mobile "Electronic Diary"

ARBITRON unveiled a preview version of a mobile "electronic diary" at the 2006 Consultant Fly-In in COLUMBIA, MD. The "diary" is presently PC-based (and targeted for a WINTER 2007 debut as an optional alternative to paper diaries) but will be tested on the RIM BlackBerry, PALM Treo, and other Windows Mobile and Symbian-based smartphones.

"The electronic diary, in its current PC-based form and in any future forms for mobile devices, is targeted for markets that are not being measured by the Arbitron Portable People Meter," said VP, DOmestic Research ED COHEN. "As we roll out the Portable People Meter in the Top 50 markets, the electronic diary is a parallel effort that will help keep the diary method more appealing to Internet-savvy younger adults, a population that currently tends to be underrepresented among paper-and-pencil diarykeepers."

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