Radio Dimensions 2007 is fully revised and updated, and covers the most current issues facing this evolving medium, beginning with Arbitron’s electronic PPM system, which at long last is set to become radio’s rating “currency.” This, in turn, will cause advertisers and agencies alike to revisit the issues of commercial clutter, ratings and more “qualitative” data—ad exposure, ad recall or motivation studies, more ROI-style studies and detailed information about radio listener “engagement” or attentiveness patterns. As always, we approach these topics objectively, discussing the strengths and weaknesses.

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