Wake up, you radio dinosaurs.

(From Media Week)

Byline: Kelvin MacKenzie

What a surprise. Knock me down with a feather. Pass the smelling salts, mother.

Rajar, the audience measurement body that provides the radio industry with its only trading currency and with a board largely composed of my competitors, has decided not to adopt electronic measurement of radio listening.

It has decided that it would much rather stick to the diary system that has been used in one way or another for more than 40 years. The diary relies on people's memories to work out which radio stations theylistened to and for how long.

After 15 long months of testing the two leading systems …