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Birch Radio was sold in 1987 to Dutch publishing conglomerate (and ultimate acquirer of the Nielsen television rating service) VNU , and the company was merged with VNU subsidiary Scarborough Research Corporation . Birch Radio's founder, radio industry veteran Tom Birch, became Chairman and CEO of the merged Birch/Scarborough entity until his departure in 1990 to form Opus Media Group. Co-founder, Roseann Birch, retired in 1988 to become a stay-at-home mom, rather than work for VNU. In December 1992, two years after Birch's departure, VNU sold a 50% interest in Scarborough to Arbitron and shuttered the Birch Radio ratings service. Scarborough continues today as the leading provider of local television, radio and newspaper qualitative and shopping behavior information. |
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