Sex, Drugs And Rock 'N' Roll
How the new 'pppm' results reveal radio's 'real' rocking reach and support its new 'roll' in the media mix
Tony JarvisMediaCom/Grey Global GroupLinda DupreeArbitron andRoberts McConocheArbitron
Introduction
Background
Marshall McLuhan[1]termed radio the 'hot' medium. Though he may not have had sex in mind, he did describe radio content as it conjures up each individual listener's own hottest images 'the theatre of the mind.' In that way, radio may far surpass the sexiness of television. Novelist Wyndham Lewis in Childermass described media as a destructive force,...