Arbitron to Go it Alone 20/07/00 Ceridian Corporation has announced its intention to separate into two publicly traded companies, Ceridian Corporation (Ceridian) and The Arbitron Company (Arbitron). The latter was ranked number eight on the US research market in the recent Honomichl Top 50 ranking. Through a reverse spin transaction, Ceridian intends to split into two independent companies with the deal expected to be completed by the end of 2000. This is contingent upon receipt of a favourable ruling from the Internal Revenue Service in the US regarding the tax-free nature of the transaction. According to Ronald L Turner, Chairman and CEO of Ceridian, "We believe the separation of Arbitron and Ceridian will create two sharply focused companies well positioned to pursue and realise their potential as independent companies in the distinctly different markets they serve. Both businesses are leaders in their respective industries, with strong existing businesses and attractive future prospects. As separate companies, they can better pursue attractive growth opportunities for the benefit of the employees and customers of both businesses while optimising the value of each individual company." After the transaction is complete, Stephen B. Morris, president of the Arbitron business at the present time, will be named President and Chief Executive Officer of The Arbitron Company. Arbitron will retain its headquarters in New York, with a research and operations centre located in Columbia, MD. Arbitron reported 1999 revenues of US$215 million, primarily derived from the radio research market. According to Mr Morris, "As an independent company, Arbitron will be able to fully exploit the opportunities presented by our two promising new technologies, the Portable People Meter and InfoStream. We will be in a better position to pursue strategic alliances, partnerships, and acquisitions that will help us accelerate the full commercialisation of these two new services which Arbitron believes will significantly improve the way radio, television, cable and Internet streaming media audiences are measured."