Consumer >> CEO Interviews >> June 30, 2003
STEPHEN B. MORRIS is President and Chief Executive Officer of Arbitron
Inc. Arbitron is an international media and marketing research firm
serving radio and television broadcasters, cable companies, advertisers,
advertising agencies, outdoor advertising companies, magazines,
newspapers and the online industry in the United States, Europe and
Mexico. Mr. Morris joined Arbitron in December 1992 from VidCode,
Waltham, Massachusetts, where he was President and Chief Executive
Officer from 1990 to December 1992. VidCode was in the business of
electronically monitoring, verifying and reporting the broadcast of
television commercials. He moved the company from its startup through a
test marketing program in two cities before its sale. In 1987, Mr.
Morris co-founded Spectra Marketing, a micromarketing firm based in
Chicago. The company helps packaged goods manufacturers reach specific
segments of their market through programs tailored to appeal to the
individual characteristics of that customer segment. It was sold to VNU.
From 1983 to 1987, Mr. Morris was Marketing Manager, General Manager and
then President of the $1.6 billion Maxwell House division of General
Foods Corporation, White Plains, NY. From 1969 to 1983, Mr. Morris held
various marketing management positions in the Beverage and Desserts
divisions of General Foods. Mr. Morris holds a BA degree from Yale
University and an MBA from Harvard Business School. Profile
Arbitron?
Mr. Morris: Arbitron has been around for 51 years. We are about a $270
million company. Our basic business is
