Daily Nebraskan
Pago 9
Arbitron...
Wednesday, March 21, 1934
Continued from Ps-c 8
Most radio people will tell you that
Arbitron is far from the Word of Mar
coni on what a station is doing right or
wrong. Stations that dont show up
well in the ratings are really quick to
tell you that.
Yet, as rating go, it's still Til" DIG
ONE. And stations in Lincoln don't
take the months of April, May and
June lightly.
The Book, as it's called in radio-ese,
is used by advertising agencies to rein
force what the agencies already know
about the stations, according to Dave
Poison, an ad agency owner who was
previously in both radio programming
and sales. Poison said the book, al
though not perfect, can influence deci
sions on which stations the agencies
will buy advertising time for their
clients.
Arbitron has been criticized for two
major reasons. It is expensive for sta
tions to buy the results and the nature
of the survey makes the results ques
tionable. Since most participants dont
carry the diaries around all the time,
they must rely on memory when they
write down what they listened to in a '
given day or week.
They sit down and try to think back,
'Gee, what did I listen to,' " Poison said.
The problem is, he said, a lot of peo
ple don't know what they are listening
r
n
awaits UNL
to. Poison said he knows people who
listen to KLIN, for example, and call it
KOLN. Or when asked, say they listen
to the "one that plays all the music."
But they don't know the call letters or
if it's at 102 or 104 on the dial. Some
listeners don't even know if the station
they listen to is AM or FM. And these
are otherwise intelligent people. No
wonder program directors get nervous
at ratings time.
But as subjective as the Arbitron is,
Poison said radio would be "terrible"
without it. Stations and agencies, as
well as independent clients, still rely
on the information to help them place
ads and reinforce who is listening to
what and how many. Its possible how
ever, that Arbitron could stop sur
veying the Lincoln market. The survey
is expensive and if enough stations
don't buy it, Arbitron could leave Lin
coln. Some stations have tried other sur
vey companies. Last year, a few area
stations paid to have Birch ratings
done in town. Other stations do their
own research. The trouble with in-
1 house surveys, Poison said, is that sta
tions tend to show clients only the
. parts that make them look good.
x Probably the best thing about Arbi
tron is the benefits for listeners. For at
least three months out of a year, the
listener "becomes as important as the
advertiser. -
grant winner
Assistant Professor Tho
rn as C. Umfrid, designer
and instructor of scenic
design at UNL, has been
awarded an internship
grant by the National In
stitute for Music Theatre
for the 1984-85 year.
'The award will com
mence Aug. 15. It pro
vides a cash grant to cov er
living expensesand tra
vel for 12 months of work
and study in New York
Tlio 10C4 QOflD RflLLYO
fipill 3,
Entry forms available outside W 194 Nebraska Hall
Open to all UNL students '
Orientation meeting Thurs. March 22nd 6:33 pm W183
Nebraska Hall .
SPONSORS:
IOFT CHfilPUS SLUICE CENTER
LITTLE CO'3 VJEST
cocn-com
nnnaaDar
and study in New York n rr?? rmn 11 Ct'-fM PI
Citv and John Conklin. U Lnrlli L 1 Ml Jfc J. . U
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an eminent American
stage designer.
Umfrid will assist Conk
lin in the studio and as a
traveling assistant. Conk
lin designs extensively out- n
side of New York City. n
Through the intern- Li
ship program, Umfrid will n
meet key personnel in reg-
ional opera houses. At j
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will tutor Umfrid's own U
studio projects and allow H
designerdirectors' conf- U
erences and research ses
sions.
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