Top > Entertainment > 2005 > September > 2005-09-17

Milwaukee Radio Station Conducts Radio Study

WKTI in Milwaukee, Wisconsin, is doing something that no radio station has ever done. It is conducting a Radio Study to discover how much listener`s buy as consumers. This is a solution to the declining advertising revenues in the radio industry, and will help ad sales and to increase revenues. `Using my listener database and Radio Study has allowed me to get into the listener`s head: What they value, fear, desire, etc.,` said Bob Walker of 94.5 WKTI. `Taking the data to new clients, who are not traditional radio users, has led to some innovative new NTR streams that never would have been created,` said Walker. Radio Study is a free service available to radio from Tunecom and BIGresearch, the nation`s leading consumer intelligence company. Radio Study gives stations a unique edge in dealing with today`s bottom-line oriented advertisers...listener consumption value which is essential to keeping current advertisers engaged in radio and generating NTR dollars. `Knowledge is still power - but today you`ve got to make sure you know more about your listener than their favorite song,` said Walker.