The Media Audit Hires Former Arbitron Boss

The former head of Arbitron's radio group services unit, Les Tolchin, is to work with its competitor The Media Audit. Tolchin's Doneraile International consultancy will assist the firm, which says it is talking to 'lots' of other potential senior hires, as it gears up its electronic media ratings offer.

Over a twenty-year period, Tolchin's responsibilities at Arbitron entailed serving as Vice President, National Radio Sales and Senior Vice President, Sales/Marketing, National Group Services, in addition to functioning as Senior Vice President, Business Development, Portable People Meter. He was also a key member of the leadership team that successfully developed and introduced Arbitron's Continuous Measurement initiative throughout the country, and is regarded as one of the pioneers of home shopping and infomercials on cable TV during the early 1980s.

According to Bob Jordan, President of The Media Audit, says the company has 'drawn up a game book of the finest players' to join its team as it works with Ipsos to fight for the radio contract for electronic measurement. 'We have the technology, the partnership with Ipsos, the necessary resources and the resolve to fully execute our business plan. Our mission is to serve radio and the advertising community, not only with the best technology, but also with the most talented people... We recognize that such an undertaking to deliver a superior ratings product requires individuals who are extremely knowledgeable, dedicated and possess the energy level to go above and beyond.'

Jordan adds, 'We are talking with lots of talented people about joining us, many of whom are considered leaders in the communications industry. They want to be part of a programme that will bring about a fundamental change in the way media ratings are collected. I'm referring to a technology that is totally in synch with the current media landscape and highly adaptable to the media world of tomorrow.'

The company is online at www.themediaaudit.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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