Ceridian and VNU sign letter of intent to form joint venture that will produce and market The Scarborough Report.NEW YORK--(BUSINESS WIRE)--Nov. 7, 1994--Ceredian Corp. and VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User Business Information Services See Information Systems. announced today they have signed a letter of intent for Ceridian's Arbitron Arbitron (NYSE: ARB) is a radio audience research company in the United States which collects listener data on radio audiences similar to that collected by Nielsen Media Research on television audiences. division to obtain an interest in a joint venture that will consist of VNU's Scarborough Scarborough, town (1991 pop. 36,665) and district, North Yorkshire, NE England, on the North Sea. The town, primarily a resort, is also an important conference and retirement center. The area was recognized at an early time for its strategic location. market research services business; in exchange, VNU will receive Ceridian's interest in the Competitive Media Reporting (CMR CMR Crude mortality rate, see there ) joint venture that was established with VNU in 1992. The transaction is expected to be concluded by the end of 1994. The Scarborough business provides information about consumer shopping behavior, product purchases and media usage in 58 major U.S. markets for newspapers, broadcasters, agencies and advertisers. "The new venture combines Arbitron's expertise in local market media measurement with Scarborough's leadership in local market newspaper, consumer and retail research," said Steve Morris Steve 'Slippery' Morris was an Australian rugby League footballer. A halfback, Morris played for the Dapto club. In the 1978 season he gained selection in the New South Wales Country Rugby League side and was then chosen to represent Australia, making Morris the last player , president of Arbitron. "The result will be better research for radio stations, newspapers, television broadcasters and cable systems. The new venture will lead the industry in providing integrated measures of audiences and readers." "Advertisers, agencies and media are becoming more sophisticated in their micromarketing strategies and sales efforts," said Chuck Leonard Chuck Leonard (March 30, 1937 – August 12, 2004), born in Chicago, Illinois, was a popular radio personality at WABC (AM) in New York City during the 1960s and 1970s. His deep voice and smoothness resonated across 38 states for 14 years at 'ABC. , president, VNU Business Information Services. "We will now be in an even stronger position to serve the needs of our clients." "This is a positive step in the evolution of Scarborough," said Robert L. Cohen cohen or kohen (Hebrew: “priest”) Jewish priest descended from Zadok (a descendant of Aaron), priest at the First Temple of Jerusalem. The biblical priesthood was hereditary and male. , president, Scarborough Research Corp. "It coincides with the marketing community's increasing recognition of our important analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. contribution to media sales efforts. I am excited about the opportunity to draw upon the combined resources and expertise of two of the country's leading local market information providers." The Competitive Media Reporting business that VNU will fully own after completion of the transaction is the leading provider of national and local competitive advertising information for advertising agencies, advertisers, broadcasters, and publishers. Ceridian Corp. is an information services and defense electronics company. Its businesses include Arbitron, Ceridian Employer Services and Computing computing - computer Devices International. Arbitron is a provider of media and marketing information services. VNU (United Dutch Publishing Companies) is an international publisher and information service organization. VNU Business Information Services, its U.S. subsidiary, includes a number of marketing information services companies which collectively serve as a leading provider of micromarketing information services. -0- MEDIA ALERT JOINT VENTURE AGREEMENT BETWEEN ARBITRON AND VNU BUSINESS INFORMATION SERVICES INVOLVING SCARBOROUGH RESEARCH CORP. WHAT: Review of new Joint Venture agreement between The Arbitron Company and VNU Business Information Services involving Scarborough Research Corp. WHO: Moderator-- Thom Mocarsky, V.P., Communications, The Arbitron Co. Presenters-- Chuck Leornard, President, VNU Business Information Services, Inc. Steve Morris, President, The Arbitron Co. Robert L. Cohen, President, Scarborough Research Corp. WHEN: Tuesday, Nov. 8, 1994 1:30 P.M. (Eastern Standard Time) WHERE: Via Audio Teleconference On Nov. 8, 1994, call 800/633-8545, between 1:15 P.M. and 1:25 P.M. Eastern Standard Time. Please identify yourself and your affiliation to the operator and ask for the "Arbitron/Scarborough" teleconference. After the statements made by the presenters, you will be given instructions on how to signal to ask questions. CONTACT: The Arbitron Company/Scarborough Research, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of
Thom Mocarsky/Lisa Hidalgo
212/887-1314
212/789-1464
or
KCSA, New York
Camy Vazifdar/Jodie Kahn
212/682-6565 ext. 201/226
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