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ARF Strengthens Radio Group
In the US, industry body the ARF has revamped its Audio Council with a new mission and new members. The new council 'aims to ensure that radio 'is no longer resigned to taking a back seat to the likes of television and the Internet'.
Its official mission is 'to provide a forum for examining audio's most relevant, ROI-driven research and planning issues and to initiate pragmatic solutions to insure the radio medium remains a major component in a multi-media environment.'
Existing Council Chair, Dr. Thomas Evans, Vice President of Audio Research & Special Projects at ESPN, Inc., is joined by new members and Co-Chairs Lorraine Hadfield, Nielsen's MD, Global Radio Audience Measurement; and Kim Vasey, Senior Partner, Director of Radio at Mediaedge:cia.
According to the ARF's SVP of Media Analytics Craig Gugel, the Audio Council will also be initiating several new projects as part of its new agenda.
Evans says part of the Council's new mission will be 'to increase advertisers' involvement and get them more engaged with the medium'. He adds: 'Together we will explore and share ideas and insights on how to more effectively use radio.'
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF has more than 400 members including advertisers, ad agencies, associations, research firms and media companies. Based in New York, it is online at www.thearf.org .
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