The Future Is Now
The latest findings from the market launch of the portable people meter in Philadelphia
Robert H. PatchenandBeth M. WebbArbitron Inc.
Introduction
Starting this year in Philadelphia, the users of radio and TV ratings will confront an important fork in the road regarding the future path of media research. Down one path lies, more or less, a continuation of the current audience measurement realities. These include a continued dependence on respondent cooperation with burdensome active reporting systems like diaries, interviews and push-button people meters; separate methodological and reporting 'silos' for radio, television and Internet...