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ARBITRON AND VNU FORM JOINT VENTURE TO PROVIDE COMPREHENSIVE ADVERTISING EXPENDITURE INFORMATION

 ARBITRON AND VNU FORM JOINT VENTURE TO PROVIDE
 COMPREHENSIVE ADVERTISING EXPENDITURE INFORMATION
 NEW YORK, April 1 /PRNewswire/ -- The Arbitron Company (a Control Data Corporation subsidiary)(NYSE: CDA) and VNU Business Information Services, Inc. (VNU BIS) today announced the completion of a joint venture agreement which will unite the two organizations' advertising expenditure tracking and reporting services.
 The 50/50 joint venture will bring together:
 -- Arbitron's MediaWatch (formerly Broadcast Advertisers Reports) -- monitors commercial schedules and expenditures on broadcast television networks, cable networks, radio networks, television syndication and local television stations.
 -- Arbitron's Radio/TV Reports (RTV) -- tracks radio and television commercial creative execution and news coverage for advertisers and public relations firms.
 -- VNU's Leading National Advertisers (LNA) -- tracks advertising space and expenditures in newspapers, consumer magazines, trade magazines and outdoor billboards.
 -- VNU's Radio Expenditure Reports (RER) -- tracks commercial schedules and expenditures on spot radio.
 "By bring these services together, the joint venture is really combining Arbitron's broadcast experience and expertise with VNU's print media experience and enhancement expertise," said Terry Kent, newly appointed president of the joint venture. "The purpose of the joint venture is to provide a comprehensive source of superior quality competitive advertising and public relations tracking information. We have made a commitment to provide data in combination with state-of-the- art analytical software and distribution capabilities to meet the needs of our customers. We can now provide a unified database and the media tools that our users have been asking for."
 Kent, who previously served as executive vice president of VNU Business Information Services, said the joint venture will offer its services under the name of Competitive Media Services (CMS), beginning immediately.
 "The relationship being built between Arbitron and VNU is intended to help both our organizations provide customers with the best market research products in the industry," said Arbitron President Rick Aurichio.
 "This association will allow us to develop the level of tailor-made products that our various client groups require," added Ernst de Flines, chief executive officer of VNU BIS.
 Control Data Corporation applies technology to meet customers' specialized computing and information management needs. The company consists of three primary businesses: Information Services, Government Systems and Computer Products. The Arbitron Company, a wholly owned subsidiary, is a full service provider of media and marketing information.
 VNU (United Dutch Publishing Companies) is an international publisher and information service organization based in Holland. VNU Business Information Services, its U.S. based subsidiary, includes a family of marketing information services companies interconnected to form a comprehensive marketing resource.
 -0- 4/1/92
 /CONTACT: Thom Mocarsky of Arbitron, 212-887-1314; David Karpinski of Control Data, 612-853-6086; or Elizabeth Hutchins of VNU, 212-789- 3509/
 (CDA) CO: Control Data Corporation; Arbitron Company; VNU Business
 Information Services ST: Minnesota IN: CPR SU: JVN


AL -- MN014 -- 3956 04/01/92 14:42 EST
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Publication:PR Newswire
Date:Apr 1, 1992
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