can radio meters lead multimedia research?
Radio has a pretty good track record in a number of countries. In recent years effective marketing by Radio Advertising Bureaux (or equivalent) has raised the profile of the medium, encouraging a higher level of creativity and, recently, developing research that shows radio works, costeffectively, both on its own and as a support medium.
It is still, however, a small medium, and this is likely to remain the case, in spite of the proliferation of platforms that the revolution in digital technology has stimulated. As any advertising professional will tell you, radio...