“Americans without a landline are increasingly the Achilles Heel of research. The most recent government statistics show 13% of the population (18+) no longer has a landline. Arbitron SVP of marketing Bill Rose says “It’s getting tougher and tougher for us.” So their researchers have begun testing a new methodology to reach out to those consumers, who are protected by strict government guidelines on calling mobile phones. It works like this: Arbitron compares addresses against a list of known landline phone numbers. When they find an address without a number, they mail a survey that encourages consumers to share their cell number for future contact. ” — INSIDE RADIO:
Oh yeah, sign me up for that.