

Could CPA Replace CPP on Traditional Media Buys—and What If It Does?
From time to time, I’m asked to give presentations on changing media trends to ad agencies. A few weeks ago, I presented our Radio on the Move study on in-car audio listening to a major Canadian agency. A couple of radio reps had joined me for the meeting. As we were packing up our gear, the senior media planner threw us for a bit of a loop. As impressed as she was that radio listening is still holding up in the car, she felt that the big reason that radio is struggling to ge