3380 Kingston Road

York, PA 17402

Telephone 717-755-3266

Cell phone 717-578-9098

E-mail: charlottelawyer@comcast.net

Seasoned broadcast professional with comprehensive expertise in utilizing ratings research to maximize effectiveness and profitability across all facets of a radio operation. Possess unique expert knowledge of Electronic Measurement, including PPM. Key attributes include an agile understanding of key business issues, high level of attention to detail, exceptional communication capabilities, and proven customer service expertise.

• Work with station staff to develop strategies to implement PPM findings into sales, programming, and marketing efforts.
• Demonstrate to staff how to interpret and use PPM data in all station operations.
• Trained personnel on PPM software, teaching them which reports to run to answer key programming and sales issues.
• Developed presentation to educate planners and buyers on PPM, positioning WBEB as the market resource for PPM. Presented to over 80 agencies and direct clients in 8 month period.

• Retained as the sole corporate staff member following a complex merger and acquisition process. Utilized extensive industry and company knowledge to serve as a bridge between ownership during the new owner acclimation process.
• Served as the key representative for radio rating research providers: Arbitron, Media Audit, and Scarborough. Developed insightful communications regarding methodological changes, including strategic analysis of how those changes could impact ratings and subsequent relevant business outcomes. Made specific product recommendations that leveraged available technology while recognizing business constraints and priorities.
• Functioned as a liaison between Arbitron and Cumulus stations to ensure that the measurement tools were being effectively utilized. Proactively performed trouble shooting for possible issues, such as sample performance shortcomings by Arbitron. Educated programming and sales as to the limitations of the data. Worked closely with Arbitron to re-examine sample targets by market and improve representation of young adults and minorities.
• Provided radio research data and analysis to stations in support of programming, sales, marketing, and corporate efforts. Interpreted, analyzed, and communicated ratings findings into actionable reports to be used in making strategic business decisions. Monitored and reported overall ratings trends and how they relate to station goals. Provided monthly Arbitrends reports and extrapolations for all company owned stations. Developed Arbitron quarterly reports that address specific concerns.
• Supported sales and programming in the correct interpretation and application of station streaming statistics.

• Pioneered research functions for one of the most respected broadcasting companies in the industry. Developed research methodologies, studies and implemented best practices. Established the focus, drive, and priority for critical research activities in all 33 stations.
• Championed effective utilization of research tools by in-person market-level education, development of real-time business solutions, and elite client interactions.
• Managed research staff consisting of research manager and graphics coordinator.

• Utilized Scarborough and other qualitative sources to profile station listeners and recommended ways to use these data in sales, marketing, and programming. Worked directly with program directors to maximize ratings potential.

• Assisted sales managers and sales assistants in successfully targeting and developing strategies to close sales, with the dual goal of becoming the marketing consultant for clients and establishing long-term relationships. Instrumental in establishing images for new formats and demonstrating the buying power of our listeners to clients.
• Conducted quarterly reviews at Arbitron’s Columbia headquarters. Uncovered crediting problems that led to higher ratings when adjusted. Suggested ways to better solidify our on-air identifier to eliminate diarykeeper confusion.
• Provided audience estimate information for on-air talent and program director searches to verify ratings performance and have realistic expectations before the hire.
• Proactively monitored media usage trends. Analyzed studies on changing media usage patterns. Reported and trended satellite radio national penetration and local ratings through gathering raw data at Arbitron. This information informed programmers and sales managers as to how listeners are using this new medium in conjunction with traditional radio and the small competitive impact it actually had in the market. Sales managers found this information to be especially helpful in dispelling the PR hype of satellite radio.
• Served as the liaison between Susquehanna and the RAB. Educated stations on available research and sales resources and how to use them in developing long-term relationships with clients.
• Directed the creation of SRC’s public Internet site and private Intranet site for employees. Worked directly with ISP to develop strategy and goals for sites with the objective of creating an outlet for the public to get to know Susquehanna better and as a vehicle for sharing the talents of employees across the group in all disciplines. Sales ideas exchanged through this vehicle resulted in increased sales.
• Developed strategies and programs to solidify the relationship between our stations and customers. Key member of the Customer Satisfaction Task Force. Used perceptual study, conducted focus groups, and initiated online studies to gauge feedback from elite customers to better understand their concerns and create programs and initiatives to grow their business with Susquehanna. Specific outcomes included the establishment of a Sales Extranet, Performance Guarantee, and more effective follow up techniques.

Media Ratings Council (MRC) Radio Committee Chair, member of the Board of Directors, and Executive Committee

Radio Ad Effectiveness Lab (RAEL) Research Committee

Clear Channel RFP Next Generation of Audience Measurement Committee

Regular speaker and panel moderator at NAB Radio Show, NAB Las Vegas, Broadcast Education Association Convention, and RAB Sales and Marketing Management Conference. Also moderated a panel on Electronic Measurement at Conclave 2006.

NAB Committee on Local Radio Audience Measurement (COLRAM), Chair

NAB COLRAM Arbitron Response Rate Committee, Chair

RAB PPM Research Committee

RAB Research Committee (GOALS) 1998-1999, Chair

RAB Sales Advisory Committee

Arbitron Radio Advisory Council, 2006

Scarborough Advisory Council

Broadcast Coalition (to reduce streaming fees)

American Women Radio and Television Central Pennsylvania Chapter, President

Towson State University, Towson, MD 1981 B.S. Marketing Research

General Manager College Radio Station WCVT-FM

Leadership York, Organization whose goal is to train individuals with the desire to serve the community in leadership roles

Graduate of Leadership Training Program, 1997

Board Member, 1999-2003

Chairperson Board Development Committee, 2000-2003

Strategic Planning Committee, 2007

Catholic Harvest Food Pantry Volunteer, 1993-present

St. Joseph School and Parish

School Board Member and Board President, 1997-2003

Various fundraising committees, 2000-present

Parish Newsletter Editor, 2004-July 2007