AAP Buys Media Intelligence Agency Mediaverse

Australian news agency AAP has acquired Melbourne-based media intelligence specialist Mediaverse, which it will merge with its own media analysis arm MRG (Media Research Group). Terms of the deal were not disclosed.

Founded in 2008, Mediaverse provides a bespoke media evaluation service, with a proprietary measurement framework and interactive online reporting. The firm also tracks media performance against trends, and compares it with competitors.

The acquisition will allow AAP (Australian Associated Press) to provide a combined qualitative and quantitative analysis service. CEO Bruce Davidson (pictured) comments: 'We are pleased to welcome Mediaverse into the AAP fold. The addition of Mediaverse and its quality client roster will provide for further expansion and new media intelligence services'.

Web sites: www.aap.com.au and www.mediaverse.com.au .