Arbitron Launches "Pathfinder Study" to Measure Consumer Attitudes Towards Emerging Media; "New Media" Division Established to Focus on Cable, Telecommunications, Direct Broadcast and Interactive Media.NEW YORK--(BUSINESS WIRE)--November 29, 1994--The Arbitron Co. today announced the launch of the most comprehensive survey ever conducted of consumer media behavior and new media preferences. The Arbitron New Media Pathfinder pathfinder /path·find·er/ (path´find?er) 1. an instrument for locating urethral strictures. 2. a dental instrument for tracing the course of root canals. path·find·er n. Study is designed to provide information on consumers' current media and communications behavior as well as their attitudes and interests in potential new media offerings. It will explore several important unknowns including: Which types of consumers will be most receptive receptive /re·cep·tive/ (re-cep´tiv) capable of receiving or of responding to a stimulus. to which types of new services? What benefits do consumers perceive in new media offerings? What trade-offs in their current media habits are consumers likely to make as new media options become available? How receptive are consumers to different forms of advertising? The New Media Pathfinder Study is the first initiative of a new Arbitron division, Arbitron NewMedia, dedicated to providing the cable, telecommunications, direct broadcast satellite, on-line and related industries with marketplace information and insights on audiences and consumer attitudes towards the new media. Arbitron NewMedia will research, compile and interpret information on the rapidly developing new media and interactive universe and provide it to businesses considering investments in leading edge technologies or distribution systems. The division will help them to manage risks and maximize revenue potential. Target firms include media-related companies providing electronic information and entertainment. The study's extensive size, a nationally projectable sample of 4,000, will allow in-depth, custom analyses of segments. Results, available in early February, will establish baseline consumer patterns and readiness for interactive services. Custom research and interpretative in·ter·pre·ta·tive adj. Variant of interpretive. in·ter  pre·ta data services relating findings to corporate information
needs are available.Marshall Snyder, Arbitron's Executive Vice President, has been named General Manager of Arbitron NewMedia. Snyder joined Arbitron in 1965. During his tenure, he has been instrumental in the development of survey sampling procedures and measurement methods, audience information reporting systems and numerous other methodological improvements. The division's core staff of senior professionals, all Arbitron veterans, includes Holly Williams Holly Williams (born March 12, 1981) is an American singer/songwriter. Biography Raised in Nashville, Tennessee, considered the home of country music, she is the granddaughter of Hank Williams, the daughter of Hank Williams, Jr., and the half-sister of Hank Williams III. , National Manager, Sales; Bob Bourquard, Cable Sales and Special Projects; Norm Haaf, Director, Operations; Roberta McConochie, Ph.D., Director Strategic Research; and Carol Scott Edwards Scott Edwards (born August 23, 1968) is an Australian rules footballer who played for the Fremantle Dockers between 1995 and 1996. He was drafted from Claremont in the WAFL as a foundation selection in the 1994 AFL draft and played mainly as a wingman. , Marketing Management. "The risks and opportunities created in today's emerging new media environment create the need for an innovative and responsive information and research services organization," said Stephen B. Morris, President, The Arbitron Co. "Arbitron NewMedia will provide the consumer research and new measures of consumer behavior that emerging new media providers need in order to design, build and maintain profitable enterprises. We will help companies evaluate their competition and equip them with the tools and information needed to attract and sustain advertising dollars." Arbitron NewMedia services include: quantitative and qualitative audience information, on-demand telephone studies, data analysis and interpretation and custom research services. Additional services will be announced. "Up to now, most of the estimates I've seen of the potential audience for interactive media have been full of wild guesses and wishful thinking wishful thinking Psychology Dereitic thought that a thing or event should have a specified outcome ," said Wade Leftwich, publishing director, American Demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. and Marketing Tools magazine. "Arbitron has the expertise in consumer research and audience measurement, the resources and the clout to bring some rationality to the interactive frontier." For more information on the New Media Pathfinder Study, contact Arbitron NewMedia, The Arbitron Building, Marshall Avenue, Laurel Laurel, cities, United States Laurel. 1 Town (1990 pop. 19,438), Prince Georges co., central Md., about halfway between Washington, D.C., and Baltimore; patented in the late 1600s, inc. 1870. , MD 20707; telephone 301/497-4820. The Arbitron Company is a media information and market research firm providing services to broadcasters, advertisers, agencies and new media companies. Arbitron is a Ceridian company. Ceridian Corp. is an information services See Information Systems. and defense electronics company. Its primary businesses are The Arbitron Company, Ceridian Employer Services and Computing computing - computer Devices International. CONTACT: KCSA KCSA Krannert Center Student Association KCSA Kentucky Crushed Stone Association (Frankfort, KY) KCSA Kyiv City State Administration KCSA Kalamazoo Christian School Association KCSA Kentucky-Canadian Studies Association PUBLIC RELATIONS public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most
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