January 4, 2011
For Immediate Release Contact:
Mike Gould, Eastlan (877-886-3320)
GAINESVILLE/OCALA NEXT FOR EASTLAN
"Broadcasters have now proven Arbitron is no longer a necessity."
(SAMMAMISH, WA) Eastlan Ratings and Dix Communications have reached a long-term agreement that will find the industry's second largest radio ratings company providing four books each year in the Gainesville/Ocala FL market.
"The lack of stability book to book and the high cost for our independently owned stations made the decision simple for us. We opted for double the sample size for a lot less money and investing the difference in our locally focused radio stations," remarked Jim Robertson, Vice President/General Manager of Dix Communications' K COUNTRY and WIND-FM.
"We think the bottom-line message here is that broadcasters do have choice as it relates to ratings vendors," said Eastlan Ratings President/CEO Mike Gould. "Many independent broadcasters have now proven that Arbitron is no longer a necessity. Although no one size fits all, there are three real options: go naked, stay with Arbitron or switch to Eastlan. Going without ratings sometimes offers a short-term benefit, but is not a viable solution beyond a few months. Being shareholder focused, Arbitron is extraordinarily expensive in many markets and becoming more so. Consequently, Eastlan is increasingly embraced as the make-sense compromise."
Eastlan Ratings' first measurement in Gainesviile/Ocala is the Winter 2011 book.
Eastlan Ratings is privately held media-research firm headquartered in Sammamish, Washington with offices in Connecticut, Missouri and Oregon. Eastlan Ratings was formed in 1999 and provides radio audience measurement data to markets across the United States. For more background see www.eastlanratings.com.