Overall, many radio execs say the quarterly Arbitron ratings mean less and less as stations engage in new media marketing through the Internet and find different ways to distribute and showcase their content as listening patterns change. Quotes from the story: "It's not like the old days where you would see TV or billboard advertising and big contests that often quantified the ratings...Radio is going through a change. (Our) podcasts get a few thousand hits a day. We are finding new technologies, trying to cultivate an audience in different spots. We have to embrace the new technology."
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