People who work in radio want it to work, need for it to work. They get the memos and the publications that contain so-called scientific information that the radio audience is huge and loyal. They cling to that info like a life preserver, like a favorite doll, like Linus and his blanket.
That is a very good point, and one thing I take from that as well, is that there is really only one major outlet for this information: Arbitron. It has become the
go to for information. I learned long ago in my line of work, that you cannot rely on only one source of information. It is very limiting. But if you have no other formal source, you need to go out and put feet on the ground and find out just what it is that your customers want.