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Thursday, March 1, 1979


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Excerpts from 'Radio Notes'

By Roger Piantadosi

Top-rated WPGC was "flagged" in recent Arbitron ratings book for making statements on the air urging listeners to fill out their Arbitron rating diaries carefully. Arbitron believes the statements distort the ratings. But the station is not alone in the practice.

During the most recent ratings period, WEAM-AM (1390) aired a statement urging listeners to, among other things, "forget the announcements you may hear on other radio stations about ratings... This way you will help keep ratings 'fair.' Of Course, you'll have to forget this announcement too."

WEAM programming and operations director Herb Hunt, who thinks ratings based on diary-keeping tend to leave top-40 stations such as WEAM under represented, says the statement ran every other hour for the entire rating period. He says he fully expects WEAM to be flagged -- whereby a notice appears on the first page of the ratings book announcing that the station made such statements on the air -- for making what he calls "the first non-statement statements."

An Arbitron spokesperson says WEAM will indeed be flagged, and did not seem amused.




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