Home Music Industry News 2 Radio Chains Still Resist PPM

2 Radio Chains Still Resist PPM

 width=Like old man river, the three-month radio ratings average just keeps rolling along. When the October results become available, say goodbye to July; when November’s are released, say goodbye to August. And so on. The months fall like dominoes. The stations and advertising agencies that subscribe to the . ratings survey use this collective data to woo clients. “It’s vital,” said Bill Hurwitz, vice president and general manager of the Milwaukee Radio Alliance, which owns WLUM- (102.1), WLDB- (93.3) and WMCS- (1290). “No one is in a position to not have them.” And yet two other heavy hitters in the Milwaukee broadcast market – Milwaukee Radio Group, which owns five stations, including WKLH- (96.5) and WHQG- (102.9); and the , which owns WTMJ-AM (620) and WLWK- (94.5) – do not subscribe to the service. “I think they’re crazy,” said the typically understated Hurwitz. “If I am competing for a piece of business, I can go up against (WLWK) and tell a fabulous story” about how well the similarly formatted WDLB is doing in the coveted 25-to-54-year-old female demographic. (read the whole story here)