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Last week on the Broadcast Dialogue: The Podcast, I was listening to Numeris CEO Neil McEneaney provide an annual update. I had to stop listening when he expressed confidence in the TV paper diary method for gathering listening consumption. Here is the full episode:
This is 2020, but the exit plan for the paper diary should have started back in 2007 when the decision to bring PPM to Canada was made. No, I am not advocating for PPM in Kelowna, but radio and advertisers should have been on lookout for a comparable measurement system. Fast forward to 2020 and we are hanging on to this archaic methodology. The pandemic has expedited so much including the inevitable death of the diary.
In this episode I sound off about how radio got here and what we should do next.
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