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The Advertising Research Foundation Reinvents Radio; Audio Council is Revamped with New Mission and Additional Firepower

June 15, 2009

New York, NY – June 15, 2009

Council adds Nielsen’s Lorraine Hadfield and Mediaedge:cia’s Kim Vasey as Co-Chairs

For those who see radio as a comfortable, sedate medium where nothing revolutionary really happens, think again! On July 28th, radio makes a comeback at the new ARF Audio Council meeting here in New York. On that day, blue chip marketers including Verizon, Campbell Soup Co. and Scott’s will convene to tell us “What Advertisers Really Want from Radio.” They will talk candidly about how radio can form an integral part of the media mix.

The radio medium is moving forward and is no longer resigned to taking a back seat to the likes of television and the Internet. The new mission for the revitalized Audio Council will ensure this. The focus of the new Council will be:

To provide a forum for examining audio’s most relevant, ROI-driven research and planning issues and to initiate pragmatic solutions to insure the radio medium remains a major component in a multi-media environment.

To stay on mission, the ARF and the Council’s current Chair, Dr. Thomas Evans, Vice President of Audio Research & Special Projects at ESPN, Inc., have added more firepower, recruiting Nielsen’s Lorraine Hadfield, Managing Director, Global Radio Audience Measurement and Mediaedge:cia’s Kim Vasey, Senior Partner, Director of Radio as council Co-Chairs.

 “In today's economy, radio is a better choice than ever to provide cost effective, targeted reach and frequency to advertisers,” said Ms. Hadfield. “The council will help provide the relevant tools to make that case. I am delighted to be able to serve the ARF and the radio industry in this endeavor.”

“Digital technology enables ‘audio-casters’ to move with the times by offering consumers the ability to get radio – anytime, anywhere, anyhow,” commented Ms. Vasey. The Audio Council will provide a venue to highlight concrete examples of radio’s effectiveness in driving results. I'm honored to be a part of this extremely important initiative.”

"Part of the Audio Council's new mission will be to increase advertisers’ involvement and get them more engaged with the medium," stated Dr. Evans. "Together we will explore and share ideas and insights on how to more effectively use radio."

Craig Gugel, SVP of Media Analytics at the ARF suggested that the Audio Council will also be initiating several new projects as part of its new agenda, and added that the upcoming meeting “is one that media practitioners cannot afford to miss.”

Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18

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