Posted by jigga on March 01, 2013 at 16:23:20:
In Reply to: Re: Re: jammin 98-3 & ratings posted by Agency on March 01, 2013 at 01:04:42:
I completely don't blame them.
Yeah you may miss out on some agency buys, but it also shields you from the whims of a flawed system, especially in smaller markets. Dropping 3 shares despite no changes in programming or in the market means you potentially lose a lot of revenue because a 15 year old filled out the diary for the entire household, or was the only one actually doing anything with their PPM. It then leads to knee-jerk reactions by owners and managers and inconsistency on your station from one book to the next.
If you've got the wherewithal to focus on local-direct, God love you for it. Gives you a lot of freedom and success without relying on a bullshit system, and you can directly measure your success.
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