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Radio's Online Independents Get Arbitron Umbrella
In the US, Arbitron is to provide measurement data for a network of independent online radio stations, in aggregated form, to help open up online broadcasting to advertising dollars. The move has been orchestrated by Ronning Lipset Radio, which also represents broadcasters such as AOL Radio, Live 365, and Yahoo! Music's LAUNCHcast.
The 'RL Select' network was formed this week with founder members GotRadio (www.gotradio.com ), Big R Radio (www.bigrradio.com ) and 181.FM (www.181.fm ). Ronning Lipset says it will enable members 'to produce reliable audience measurement data from the standard in radio measurement'. Current data for the network is now available on the Arbitron web site (www.arbitron.com ) under the 'Online Radio' tab. A number of other independent stations may join RL Select in the coming months.
Andy Lipset, co-managing partner, says the network is 'a response to advertisers who have expressed interest in reaching even more online radio listeners but who need reliable audience measurement data to make educated buying decisions.'
According to 181's CEO Donnie Mowbray, the environment for independent stations has become 'even more challenging given the recent CRB (Copyright Royalty Board) ruling' and the new network means stations like his can 'prove our audience to the buying community and therefore be taken seriously by those who control the real advertising dollars.'
New York-based Ronning Lipset Radio represents networks reaching up to five million online radio listeners weekly, and is online at www.rlradio.com .
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