Airplay measurement is helping to shape the future.(Viewpoint)

Ten years ago, electronic airplay measurement was a new-fangled and dubious concept. Could it really work? Was it necessary? Opinion was divided.

Today the answer is a resounding yes. Quantifiable airplay is an established concept. Airplay measurement is now integral to the promotions and marketing process.

Knowing what day your record got played, on what station, at exactly what time and to what size of audience puts you in the driving seat. You might not always like what an airplay report tells you but it does give you the opportunity to do something about it. Knowledge after all is power.

Timely knowledge is even more powerful. Radio is the fastest medium there is. There's no video to make, no interview to arrange, no photo shoot required. Your record can be on radio the same day you've delivered it to the station. An airplay report can be in your in-box with hours of play. Even in real time if you wish.

Airplay measurement is now common currency. But that's just the start of the story. Airplay is not just about what has happened--it ...