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GETTING TV STATIONS TO AGREE TO BE metered by Nielsen Media Research is akin to asking children to get inoculated: They know it's good for them, but their immediate concern centers on the needle's size and where it's going. "It's not only the money, it's the placement of the meters that's the critical part," explained Karen Adams, vp/gm for Foxowned WGHP-TV in High Point, N.C.
Nielsen wants $35,000 a month from the market's six TV stations to install meters and place diaries. But the three leading stations are holding out. Although the devices would more accurately reflect viewing habits in the three-city market comprising Greensboro, High Point and Winston-Salem, N.C., the stations' general managers want to see the meters placed in their own backyards, rather than throughout the "tri-phenated...