In article ,
"David Eduardo" wrote:

"Telamon" wrote in message
...
In article ,
"David Eduardo" wrote:

If you don't believe the results of millions and millions of radio
listener
7-day diaries of listening over the last decade in market after market,
then
you are simply a fool. All the while I thought you were stubborn and
obstinate, but I was wrong.

Yes, I don't believe your story.

Arbitron data from the diary system used for the last 43 years has been
available electronically for close to 15 years. In that data, for every
rated market, is embedded information on the ZIP code identified for
respondents for their at work and in home listening.

Together, in home and at work listening constitute about 70% of all the time
spent listening, irrespective of maket size.

With an additional Arbitron program, called MapMaker, a station can plot the
distribution of diaries by ZIP code for all their listeners. You can then
take the contours of the station as an overlay, and see at which point the
incidence of listening dwindles to a point of being insignificant.

Anyone subscribed to the Arbitron services has the data, in an application
called Maximi$er, and if they have MapMaker and their own contours, they can
see where listenership can be obtained and where it is pretty much
impossible. And many stations have MapMaker, as its main purpose is to show
retailers a station or cluster's listenership within the sales zone of a
store or business.

Nearly everyone I know in other companies has done this type of analysis.
It's used to determine things like billboard locations, areas where to send
and not to send direct mail, locations that will work for client remotes or
for station van hits, etc., etc. Nobody wants to do a remote in an area
where there is no listenership, since the station will look bad... and that
is just one example of why all of the industry looks at what is often called
the "useful" coverage area.

OK, I'll give this a shot. You substitute marketing statical bull-crap
for reality. That's where you go wrong.

--
Telamon
Ventura, California