Syndicated Print Planning Launch

US consumer researcher Experian Simmons has announced a strategic alliance with syndicated print measurement specialist Affinity LLC, and the launch of a syndicated print planning tool.

The Simmons National Consumer Studies survey more than 30,000 American consumers each year to provide including buying, brand preference, attitudes, lifestyle and media consumption. The new tool will combine data from this with Affinity's print audience measure the American Magazine Study. Affinity also offers a suite of products including print pre-testing package ProofReader and in-market campaign tracker VISTA.

The partners say they will employ a state-of-the-art integration process to create a single, powerful database and offer clients a 'total solution' for print planning.

Ken Wollenberg, General Manager of Experian Simmons comments: 'We see tremendous value to the magazine industry in partnering with Affinity to enhance their core readership study by incorporating our vast database of 8,000 brands across more than 450 product categories as well as our lifestyle and attitude measures.' Afinity MD Tom Robinson believes the service will offer 'a level of detail that today's power media planner needs to effectively plan and buy print at a price point that is sensitive to today's print research budgets.'

Experian Simmons is part of Experian, the global group with 2008-9 revenue of $3.9 billion and c.15,000 people in 40 countries. The partners' web sites are at www.affinityresearch.net and www.experiansimmons.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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