The future is now

The portable people meter (PPM) is a promising new media research tool that makes it possible to automatically track consumers' exposure to the electronic media.

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...

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