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Arnold to Lose Bell Atlantic Media
BOSTON–Bell Atlantic last week assigned its consolidated media buying account, estimated at $125 million, to Zenith Media and Media Direct Partners, both New York, capping a six-month review. Arnold Communications here, which handles media buying in New England for various Bell Atlantic units, pitched the account with DraftWorldwide in New York. Bell Atlantic’s contract with Zenith and Media Direct begins Aug. 1 and covers fourth-quarter broadcast buying for the client’s corporate advertising, value-added services and information services group, which produces the Yellow and White Pages as well as Big Yellow, an online directory.