Trons Create Online World for Radio Ad Industry

In the US, radio ratings giant Arbitron has integrated its TAPSCAN Web analysis system with Marketron's Exchange platform, giving radio ad buyers and sellers an 'all-in-one' solution with audience data alongside electronic ordering, invoicing and scheduling.

The integrated service will be live from February 1st.

Arbitron's TAPSCAN Web is used by more than 17,000 radio sales professionals and facilitates more than 400,000 proposals to radio buyers per year, while software firm Marketron's traffic solutions are used by more than 7,000 radio station clients.

'This integration should make it easier for radio sellers to access sales data anytime at any place, providing them with a more efficient way of managing the sales process,' states Carol Hanley, Arbitron's VP, Chief Sales and Marketing Officer. 'That should translate into stronger account management for radio advertisers.'

Web sites: www.marketron.com and www.arbitron.com .