Thursday, October 04, 2007

You Are Where You Live

Anyone familiar with the weighting being applied to radio research samples, especially under the age of 35, has figured out that lifestyle trends - such as the growth of cell phone only households - has a big impact on radio measurement and usage.

The term "Hot Zip" codes means one thing to those of us in American radio, thanks to MaxiMiser Programmer's Package and PD Advantage and quite another to your neighborhood realtor, yet the basis of both is the same: "birds of a feather flock together."

Thanks to Morris Radio Group Director of Engineering Jay White for putting me onto this cool tool - Zip Skinny - for getting to know the basics about the zip codes where you live and your station's most loyal listeners reside.

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