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Arbitron Starts Measuring Radio Podcasts
Thursday, August 25th, 2005 at 3:00 PM - by Brad Cook
Arbitron has started testing the tracking of podcasts by encoding several radio station podcasts with its new "pod meter." According to MediaPost editor Joe Mandese, several podcasts offered during the week of July 18 by radio station WHTZ (Z100) FM in New York City were encoded in such a way that they require a special headset adapter that detects and records the unique identification codes found in the files.
Mr. Mandese writes: "One of the most interesting things about the PPM's [portable people meter] ability to track podcasts is that the inherent nature of the ratings device's mobility may ultimately shed new light on the mobile nature of the new radio platform."
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