4-6-2012
Eastlan's Mike Gould (pictured) sends out a letter under the headline, "Eastlan Will Continue to Release Complete Ratings. Broadcasters and media buyers deserve complete information.? It comes on the heels of Arbitron making this announcement, "Arbitron is willing to grant to newspapers and other publications that write about radio or other media a nonexclusive license to publish a limited, newsworthy amount of copyrighted data. In the case of radio, estimates are limited to those radio stations that subscribe to Arbitron." Here's the entire letter from Gould.
Eastlan Ratings will not deviate from its policy to include all stations in their 12+ public release. This announcement comes on the heels of Arbitron?s decision to list only those stations that are Arbitron customers. ?Today some radio stations are going to magically disappear from the ratings,? said Eastlan President/CEO Mike Gould. ?What?s next: releasing full surveys to agencies including only selected stations? We feel strongly that part of our responsibility is to participate in the preservation and advancement of the credibility of radio in the advertising community. We?re not understanding how releasing incomplete ratings helps our industry, rather, it would seem to encourage confused or frustrated radio buyers to consider other media.?
?Radio broadcasters and media buyers deserve complete information. Our industry should insist that its ratings vendors provide nothing less. While we respect Arbitron's decision to do what is best for their stock price, our preference is to stick with the 40 year old accepted practice of releasing publically 12+ numbers for the good of radio while restricting the distribution of more specific demos and dayparts to our licensed subscribers. It may not make us the most money, but it is our responsibility to do what is most ethical."
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