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 Jarvis
MediaCom/Grey Global Group
Linda Dupree
Arbitron
and
Roberts McConoche
Arbitron


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, cautioning, as do the critics of the Internet, that media can also become an addictive opiate.