The Arbitron Company is introducing a new, qualitative local market research service for radio stations, television stations, and cable systems. RetailDirect, which will be introduced early this year, will provide detailed profiles of consumers in 38 medium-sized markets, including how consumers read local newspapers, shop at local retailers, and patronize restaurants, banks, and other establishments. The information can be used to design advertising schedules for customers and prospects. The service uses telephone interviews to ask consumers where and how often they shop in a number of retail categories, including medical services, department stores, and shopping malls.
Newspaper readership is measured by section.
RetailDirect also measures television viewing to local broadcast stations and local cable systems. Radio listening is matched to levels collected in the Arbitron syndicated radio market report. The service also measures readership of yellow pages and local advertising circulars. The service includes a sales training program designed to help local market sales executives understand the retailers' point of view about the marketpla ce and their customers.