President of The Media Audit, Bob Jordan, has hired the consulting services of Doneraile International - the strategic marketing firm headed up by Les Tolchin, former head of Arbitron's radio group services unit - writes Radio Ink.

"Hopeful of earning the radio contract for electronic measurement, we recognize that such an undertaking to deliver a superior ratings product requires individuals who are extremely knowledgeable, dedicated and possess the energy level to go above and beyond," said Jordan. "Bringing in Les Tolchin, a well-respected and forward-thinking radio executive, is indicative of that operating philosophy."

"Radio has evolved over the years but the various ratings services have not kept pace," said Tolchin. "The pursuit of a new electronic measurement system, such as The Media Audit/Ipsos Smart Cell Phone program, reflects the progressive thinking of the medium's leadership."

Media Audit/Ipsos recently told Wall Street analysts they were ready to roll out their radio measurement service at a competitive price. The company's service competes directly with Arbitron's PPM.