And now for something completely different?

Paul Kennedy, RAJAR, discusses the various ways of measuring radio audiences - day-after-recall, diaries and audiometers.

and now for something completely different?

Paul KennedyRAJAR

How long did you spend on the phone yesterday? I mean every call, incoming or outgoing, and precisely how long? Five minutes? 15 minutes? 50 minutes? Don't forget those calls 'researching' how many windows and doors you would like replaced, or time spent on hold listening to a remix of 'Greensleeves'. Difficult, isn't it? Well, that's memory.

The fact is that memory is not designed to maintain a highdefinition record of the trivial or mundane. Experience has taught us to filter out stuff that doesn't matter so that we can...

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