Arbitron Going Solo

Through a reverse spin transaction, Ceridian intends to split into two independent, publicly-traded companies, Ceridian and Arbitron. Thetransaction is expected to be completed by the end of the year, and is contingent upon receipt of a favorable ruling from the Internal RevenueService regarding the tax-free nature of the transaction.

Arbitron innovated their way into streaming media audience measurement in October of 1999, when InfoStream launched as the world's first webcast ratings service. The product is a server-side measurement, which captures all tuning to participating streamed media channels.

With the release of InfoStream and the upcoming deployment of the Portable People Meter, Arbitron reports their dedication to significantly improve the way radio, television, cable and Internet streaming media audiences are measured.

"We believe the separation of Arbitron and Ceridian will create two sharply focused companies well-positioned to pursue and realize their potential as independent companies in the distinctly different markets they serve," said Ronald L. Turner, chairman, president and chief executive officer of Ceridian.

After the transaction is complete, Stephen B. Morris, president of Ceridian's Arbitron business, will be named president and chief executive officer of The Arbitron Company. Arbitron will continue to be headquartered in New York, with a research and operations center located in Columbia, MD. Arbitron reported 1999 revenues of $215 million, primarily derived from the radio market.