Hello, readers of my poor neglected blog. Apologies for not having posted for some time, but the usual deadlines have kept me away. Let’s jump right back in, though, with a look at a new way of measuring radio’s audience that is affecting all formats, including classical.
People outside the radio industry might not be aware of it, but a change is afoot in how radio stations gauge their listenership. Arbitron, the company that gathers ratings data for radio, is moving away from the paper diaries that listeners have long filled out by hand and embracing Portable People Meters — gadgets that can tune into and automatically register a radio station’s signal. This means PPMs should supposedly be more accurate, since they don’t rely on a listener’s possibly delayed or even incorrect recollection of what radio stations they listened to throughout a given day.