The PPM Rulebook we kicked off last week at the Arbitron Fly-In is fast becoming the working document of record for industry professionals.  Here are 3 new rules now in the PPM Rulebook.

Rule #11:  View the data with skepticism
This rule isn’t a slam at Arbitron, the meter, or the methodology.  This rule is a reality of all research you receive and digest. 

Rule #12:  Promotions should be hyper-focused to the working person and working communities
Working people are driving the early ratings. 

Rule #13:  Don’t be shy about targeting men.
Quarter Hour Ratings for men are up in PPM.  Rock, Oldies, and Adult Hits have enjoyed more success in the early going for PPM.

You can view the entire PPM Rulebook by going to www.ppmrulebook.com, or through the Paragon homepage.  The PPM Rulebook is interactive so you can offer contributions about how to best program for the new realities in a PPM world.