• Radio Ink, Monday, October 1, 2007 10:16 AM

A duo of ad-agency executives is telling radio companies that they need to use better audience-measurement data to position themselves against other media options. According to Initiative Media Executive Vice President Janice Finkel-Greene, advertisers see television and the Internet advertising as more traceable: "People look at things like click-throughs, costs per thousand, and cost per action, and many believe in the concept that these kinds of metrics deliver advanced accountability," she says. Finkel-Greene adds that "radio has to come along, or people will. . . say that while radio is a great medium that's priced right, they don't know what they're getting."

One helpful tool could be Arbitron's Portable People Meter, notes MindShare President/Local Broadcast Kathy Crawford, as the specificity of that data will help radio better compete. "Down the line, if advertisers know that there is more stability because of PPM data, there is a better chance of radio being part of the media plan than not," she says.

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