By Alton L. Adams - 10/13/09 11:33 PM EDT
We are the industry’s most dedicated advocate. It is our research that indicates that, even in our highly fragmented media marketplace, radio reaches more than 90 percent of Americans over 12 years of age each week. It is Arbitron’s statistically reliable data that showcases the enduring value of radio and helps the industry fight for its fair share of advertising dollars.
As with any breakthrough technology, there is always room for improvement. Arbitron has long been committed to working to improve our technology, services, sample and methodology. Arbitron spent 10 years collaborating with broadcasters to refine the service and strives to deploy a system that delivers reliable data in a timely manner.
The company has dedicated tremendous resources and time in consultation with experts to ensure that we can and do stand behind our methodology — which we believe allows us to deliver a representative sample that helps fairly, impartially and reliably estimate radio exposure. As part of our continuous improvement program, Arbitron has a variety of sample improvements under way, including our recently announced increase in sample sizes across all PPM markets by mid-2011.
The PPM service has had a positive impact on the industry, with more stations represented and more data and insights available. Some broadcasters have acted on this improved insight to implement successful changes in programming, formats and advertising placements.
Still, the radio industry is struggling because of the economy and the significant pullback of advertising dollars. We believe that efforts to create a political red herring around a new technology are unproductive.
Arbitron is an important partner to the radio industry and we are committed to ensuring that it continues to thrive. Arbitron believes that in these challenging times it is imperative that we all work together to promote and support the radio industry.
From Alton L. Adams, chief marketing officer, Arbitron Inc., Columbia, Md.
Poor economy adds to healthcare woes
I am a senior (63) and I have to pay over $1,400 a quarter for health to an insurance company, and then when I go to the doctor I still have to pay the portion they don’t pay. My career as a real estate agent is in the dumps because of the recession/depression and I am barely holding on. I do not know how much longer I will be able to pay for my healthcare.
Our system is not working and there are tens of millions of Americans who are in the same position as I am in or have no healthcare at all. We are the most advanced society on Earth but offer our residents nothing insofar as healthcare. So many others before President Barack Obama tried to help us with healthcare and this time we must make it happen for the sake of fairness to everyone.
From Carolyn Thompson, Upper Marlboro, Md.