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Is this going to be the new trend for small talk stations?

M

Mike Schwartz

In reviewing the NY March ARBs, I was surprised to find that WNYM (cume 148,000 in Feb) and WWRL (cume 117,000 in Feb), both fell off the charts. A subsequent web search turned up the following statement on Inside Radio....

"As of April 16, 2012, Arbitron will no longer report audience estimates for stations that do not subscribe to their ratings service".

For small stations that operate with mostly brokered inventory, is this going to be the way of the future? Does anyone care what their 6+ numbers are anyway since they operate from a different playbook?
 
Is what going to be the wave of the future? Stations not buying Arbitron is not a new phenomenon, especially among rimshots and stations whose core market isn't rated.
 
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