Thursday, April 06, 2006

"Every salesperson, program director and manager will have to become completely versed on the metrics this system will provide.

We will have to learn and teach others simultaneously.

We will all have to go back to school on the ratings. But I am confident that local radio will prove its value as a friend, information source and advertising medium and that the Greater Media stations will prove their worth in their individual markets."

Peter Smyth - on the future of media measurement

Greater Media CEO and marketing rock star Peter Smyth is now writing an online newsletter, highly suggested, check it out here. My sense is...the newest wave of rock stars will be from research. The recent Time Inc very smart move...hiring Betsy Frank, serves as an early indicator of this trend.