ARBITRON ZEROES IN ON 21-PLUS: REPORT HELPS TO AVOID TARGETING UNDERAGE CONSUMERS

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Arbitron Co. has created a custom report of radio formats, stations and programs that avoid targeting underage consumers. The report is aimed at marketers of alcoholic beverages and gaming services, which have sometimes come under fire for targeting minors with their ad messages and media buys.

"These advertisers have a responsibility and a heightened awareness," said Linda Dupree, VP-sales, advertisers and agency services. "We recognize advertisers and agencies have to act responsibly, and we're providing them information. This is a tool to stay ahead of the issue."

FOR AGE-SPECIFIC MARKETERS

In the past, users of Arbitron's Media Professional software have been able to break out data according to demographics. But Arbitron is specifically marketing the new report to age-sensitive marketers. Liquor marketers, in particular, are being targeted since the industry last year dropped a decades-old voluntary ban on broadcast advertising.

"There's plenty of potential," said Ms. Dupree, adding that she has fielded nearly three-dozen calls in the last week from interested marketers.

Arbitron is still tallying information for its first report, due to be released in March.

While the report will note which stations have a primarily 21-plus audience, it will not detail whether they accept liquor advertising. Most mainstream radio

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