MediaPost: Arbitron Look Past Radio To Help Develop Medium's, Other Media's Future

Traditional media networks are balking at helping syndicated research firms improve media measurement. Arbitron noted that its Portable People Meter studies are having difficulty getting the major radio networks to participate, even though they may stand to gain by having provided a currency with which unique radio reach can be overlaid on top of TV and other media. Some big media companies - accustomed to throwing weight around - are even threatening the media measurement monopolies with support for new measurement startups that presumably are more pliant to media vendor demands.