Emap’s Cox calls on radio to make data more user friendly

Malcolm Cox, the marketing director of Emap Radio, has urged the radio industry to make its Rajar audience data more market friendly.

Malcolm Cox, the marketing director of Emap Radio, has urged the

radio industry to make its Rajar audience data more market friendly.



In a speech to the Market Research Group this week, Cox warned that the

data was geared too much towards the programmers and not enough towards

the people who need the information most - the advertisers. ’The Radio

Advertising Bureau reports that very few media planners actually know

how to plan and buy radio, so we need to make Rajar more user-friendly,’

he said.



The speech came in the build-up to the tender of Rajar at the end of the

year, when the incumbent, RSL, may lose out to a new research

company.



Cox said that the ’research diary’ process was too technical to be truly

effective. ’Let’s get the consultants and technicians away from the

decisions and sort out the politics,’ he said. ’Go back and ask your

sales staff and media planners and find out what they want from Rajar,

as those are the people who should decide.’



The long-term solution Cox offered was to change the way in which the

data was published. Most users, he said, just wanted a simple measure of

station performance to form the basis for a trading currency. More

detailed information was necessary only once a year, in an in-depth

annual report, Cox suggested.



’We need to look not at how Rajar is done, but why it is done, and who

for. Research should not just provide numbers, but help its customers

become better,’ he said.



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