The soap opera that is formally known as "passive measurement" rages on, with radio companies squabbling like kids on a playground. As Clear Channel arm wrestles with the other radio corporations, you can almost hear phrases like "My ball, my rules" and "You're not the boss of me" being shouted in emails flying around the Internet.
Meanwhile, the advertising industry, as well as other media observers, has to be thinking that we're a bunch of small time, bush league players.
This whole RFP process has dragged on way too long. How long does it take to go through this process? And what's realistic time-wise for a new audience measurement tool to be developed, debugged, and accredited?
Radio should be in a hurry to settle on a "passive measurement" solution - not dragging the process out. And Clear Channel's "you're in, or you're out" attitude sums up the image problems and dysfunction that is so apparent to those outside of our business.
We need to act like players. We need to behave like we understand the new media landscape. We need to participate, not squabble among ourselves. This is as important as HD Radio, an area where commercial radio has seemingly come together. And we need to get this done. This isn't about Clear Channel, nor is it about CEO egos. Given the stock prices and the overall perceptions of commercial radio, this is the time to work together, and find a way to reach consensus on "passive measurement."
Or to put in on a middle school level, "Grow up."