Rush gone from WRKO

[Sid Schweiger]

"Do talk formats performsubstantially differently in diary markets than in PPM markets? Given thatthere are plenty of both, it ought to be easy to find out."

Just comparing raw numbers doesn't tell the whole story, mostly because diaries and PPM measure two entirely different listening universes.  Diaries measure recall, and can easily be manipulated by their keepers to not reflect actual listening.  In most cases Nielsen would have no way to know if what's written in a diary is accurate or not.  (For example, a Rush Limbaugh P1 might enter his show in their diary every weekday, whether or not he/she is actually listening.)  PPM measures exposure, whether or not the PPM holder is actually paying attention to the station's audio.  (Classic example: a patient in a doctor's office waiting room.)  Of course, neither one measures what stations and advertisers really want to know:  Who is actually listening and who will be impressed by an ad.