Radio Rises To The Rescue

Advertising Age, Friday, November 2, 2012 12:22 PM
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With electricity out, and online gadgets drained of power, 5 million households in Hurricane Sandy’s wake are rediscovering radio. “What remains is a version of 1932: families gathered around the radio, waiting for a bit of information on where to go or what to do next,” writes Michael Learmonth.  “Radio, the first electronic mass media, has become the only game in town.”  Measuring radio’s expected higher ratings has also fallen victim to the storm, since Arbitron’s electronic meters work off of…well, electricity. So you can expect a return to another old-fashioned tool: phone-based surveys.

 

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