The Death of Black Radio
By Kristal Brent-Zook

Black radio was once among the most influential engines of political and economic power for African Americans. Today it remains an important source  of news and inspiration for black audiences. But thanks to new ratings technology being introduced this week, black-owned radio may be embarking on a fierce fight for its very survival.

For decades, Arbitron, the sole provider of audience measurement ratings for the radio industry, has used a fairly low-tech way to measure audiences. It calculated ratings in part by recruiting volunteers to write a diary or log of what they listen to. Advertisers used the Arbitron ratings to decide whereto buy airtime and how much to pay for it.

This  Wednesday, Arbitron will officially begin using a new system called the Portable People Meter (PPM), a cell phone-like device worn by participants to measure their listening habits. The initial rollout is expected to take place in eight cities, including Chicago, San Francisco, Los Angeles and New York.

But African-American and Hispanic station owners have argued that the new system will dramatically undercount listeners, particularly minority youth, because of low sample sizes, faulty recruiting and flawed methodology. In New York, Chicago and Los Angeles, initial Portable People Meter results show a striking reduction in audiences, from 30 percent to as much as 70 percent. Critics of the system say that system will result in lower ratings, diminishing revenues and eventual extinction.

While acknowledging problems with the system, Arbitron executives maintain that the Portable People Meter is more efficient than the written diaries. (The diaries will continue to be used in the majority of markets for now.) President and CEO Stephen Morris recently told black radio executives that the company had plans to recruit sample participants “at a more grass-roots level.” Over time, he said, the meter system would become “an even more fine-tuned product” For now, however, “the quality of the product is solid.”

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