It's absolutely ridiculous for anyone to declare that Sports Radio and Talk Radio is going to go away! Yes, there are plenty of stations struggling under the PPM methodolgy. The easy thing is to blame Arbitron and the sample size. Get over it, we have to live with it! So they increase the sample size 10%, it is not going to amount to a significant change. The sample will still be too small. 

The real problem is that PDs and personalities have not adapted to the new methodolgy. Those that have are seeing success. You can't go on long tirades or do boring mundane interviews on topics that no one cares about. It's about performing and entertaining the audience! One of the most successful shows on the sports and talk side is Mike & Mike on ESPN Radio. No, I'm not a mouthpiece for ESPN Radio, just look at their ratings. After only being on the air in Seattle since March, when they were shifted to 5-9A in a delayed broadcast) they were tied for #1 with men 25-54. In Philadelphia, Chicago, Dallas, Columbus, Denver and many other markets they perform well. Why? The show is built around PPM and even more important it returns value to the audience for time invested. Take a look at KTAR-FM in Phoenix, there's a station that gets it. They have adapted to PPM and it shows in the ratings.

It's a different world with PPM. Sports Radio and Talk Radio will be successful and thrive when we understand how to deliver a product that the audience wants.