There Is An Alternative

Eastlan Ratings Welcomes Cumulus Initiative

April 15, 2008
For Immediate Release Contact:
Mike Gould, Eastlan (877-886-3320)


Eastlan Ratings President/CEO Mike Gould says his company is thrilled that Cumulus is joining other broadcasters in exploring alternatives to the diary system in small & medium markets. “We look forward to working with Cumulus as their ratings provider or consulting a new company they may decide to create internally. We’re committed to help them in this process in any way we can,“ remarked Gould.


“Eastlan Ratings began exploring small market audience measurement alternatives with Cumulus four years ago, but were unable to move forward at that time because of Cumulus’ group commitments to Arbitron in major markets. Both parties agreed to look at new options in the future. With the advent of separate PPM contracts, major market broadcasters are now free to choose their ratings provider in non-PPM markets.” Gould adds, “Portions of the Cumulus RFP look like they were written for Eastlan, which is very exciting!”


In Gould’s estimation, “The Cumulus RFP comes at a perfect time. Arbitron has staked its future on the PPM and major markets while attacking its own diary method as flawed. At the same time, Eastlan is expanding at a rapid pace in small and medium markets while broadcasters like Cumulus seriously consider a return to the more cost-effective, telephone-recall method of understanding radio’s audience.”


Eastlan Ratings is a privately held media-research firm headquartered in Sammamish, Washington with offices in Naples, Florida, Hannibal, Missouri and Sisters, Oregon. Eastlan Ratings was formed in 1999 and provides radio audience measurement data to over 400 subscribing radio stations in more than 80 markets across the United States. For more background see




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