Two Iconic Business Models That Failed — 2
I failed miserably. I listen to radio in three places:
1. Home office. All day the radio is tuned to WRTI-FM, commercial-free Temple Public Radio that plays classical and jazz music. This is of no interest to Arbitron or its clients, who only want to know about commercial radio listeners.
2. Car. When I drive, I always have the radio on. However, two buttons on the steering wheel allow me to switch from AM to FM and from station to station. I seldom listen to commercials, which means I jump all over the place. Among the stations: WHYY commercial-free National Public Radio; WPHT (Michael Smerconish, Glenn Beck, Rush Limbaugh, Sean Hannity); WIP Sports Talk Radio; SR950 Sports Radio, KYW and WCBS (New York, both all-news stations); WYSP-FM (Eagles Games); and WNTP-AM Talk Radio (Bill Bennett, Laura Ingraham, Michael Medved and other conservatives). I have no idea how long I listen to each station, but seldom more than 15 minutes before I jump stations to avoid the commercials. It is impossible (and dangerous) to jot down notes in an Arbitron diary while tooling along at 60 mph on I-76 or I-95.
3. In bed. I have a tiny portable radio with a pillow speaker. When I wake up in the middle of the night, I bounce among the stations listed above, hoping to find someone boring enough to put me back to sleep. It is not only impossible to keep track of which station or program I listen to—or for how long—but if I had to keep the light on to record everything I listened to, it would defeat the whole purpose of trying to get back to sleep.
I returned the diary to Arbitron after a week. I had tried to make sense of my radio listening, but I knew in my gut it was useless.