If there's been a more exciting event in broadcast radio in the last couple of decades than PPM, I can't recall it. While the PPM rollout has had its ups and downs, it is the buzz of the radio industry. Last month, markets like Detroit, Washington, and Dallas were added, and as more come online, the PPM story will become even more compelling.
For programmers, sellers, and managers, however, there's a serious learning curve. PPM is a totally different ratings platform, requiring content and sales managers (and their direct reports) to get their heads around this new methodology. From weekly reports to huge cumes to the end of Thursday as "The Day," PPM is causing everyone to re-learn the ratings - how to sell them and how to program them.
At Jacobs Media, we have put together a great PowerPoint presentation that helps indoctrinate stations in coming PPM markets to the ins and outs of this electronic methodology. Our experience working with WMMR and WMGK in Philadelphia has been invaluable, and now that we're seeing data in other markets like Chicago, New York, Detroit, and D.C., certain "truths" are beginning to emerge.
Yet, the questions about PPM remain. Despite Arbitron's best efforts, there are many outstanding and basic questions about PPM - the methodology, the system, the meter itself, and interpretation of the data. I know that in the course of presenting our PPM PowerPoint, I am pelted with all sorts of questions.
Arbitron understands that, and as a result, they have put together a panel for their upcoming Consultant Fly-In on Friday, December 5th. Called "PPM FAQ PDQ," a panel of Arbitron experts and wonks will answer those frequently asked questions in a quick and simple Q&A format. Arbitron's Gary Marince has asked me to do the moderating, and I'm looking forward to a rapid-fire panel.
To that end, I want to be sure that every key PPM question is addressed. If you've got one, this is the time. Please send an email to me, and I'll be sure to include it in the session. Arbitron will make it available on their site at the conclusion of the panel, so whether you make the trip to Columbia next month or not, you'll get your question answered.
As they say, knowledge is power. In the case of PPM, that's especially true. We'll try to get everyone a little smarter about PPM next month at the Consultant Fly-In.