Arbitron's sampling methodology is FAR more important than MrorMrsDePetro's misdeeds

[Dan Billings]

----- Original Message ----- 
From: "Chuck Igo" <chuckigo@maine.rr.com>
To: "Dan.Strassberg" <dan.strassberg@att.net>; "Boston Radio Interest" 
<boston-radio-interest@rolinin.bostonradio.org>
Sent: Friday, August 22, 2008 6:06 PM
Subject: Re: Arbitron's sampling methodology is FAR more important than 
MrorMrsDePetro's misdeeds


> I am merely a guy who holds his breath twice a year and hopes that the 
> one-tenth of one-percent of this particular metro area returns whatever 
> passes for usable (in-tab) diaries that somehow reflects enough of a 
> benefit for my particular daypart and station for me to remain employed 
> without having to sell my house and move.
>
> I do not at all believe in the methodology.  my original post was in no 
> way giving anyone a free pass, as was noted in the example that one 
> household member in many instances winds up returning the household's 
> assigned listening logs based upon either his/her preference or best 
> guesstimate as to who is listening to what, and when.  read what i wrote, 
> sir.  i agreed that the system is flawed.  but it is the only one in play. 
> and until advertisers with their Zillions of dollars to spend insist on 
> another method -
> it is what it is.

A very pragmatic and sensible view.

And a good reason not to work in radio.