VMS Acquisition Adds to Media Analysis Strength

Media analysis and measurement company PRtrak has been acquired by news and advertising monitoring and analysis leader Video Monitoring Services (VMS). The buy will expand VMS' Integrated Media Intelligence (IMI) solutions portfolio.

PRtrak® was previously a subsidiary of Surveillance Data Incorporated (SDI), and offers a range of software tools and services which link media coverage and business benefit via research and metrics to help communications professionals demonstrate clearly the value of their work to management.

VMS recently extended its broadcast monitoring network to cover all 210 US markets, and its advertising database contains over 3 million television, radio, print outdoor and Internet ads, dating back to the late 1800's for print and the late 1950's for broadcast.

President and CEO Peter Wengryn says the acquisition gives VMS 'another significant milestone', noting that IMI requires the integration of both editorial and advertising content, with the necessary metrics and analysis. 'VMS is known for our ability to monitor and analyze news and advertising more broadly and deeply, and across more media, than other providers. With this acquisition, we intend to be known for the power of our Integrated Media Intelligence solutions.'

PRtrak's Angela Jeffrey, who becomes a Vice President at VMS, describes VMS as 'bold and dynamic' and notes: 'The integration of PRtrak's metrics, software solutions, and know-how with the VMS InSight(TM) and BroadcastCenter(TM) platforms, and the reach offered by VMS' customer base should fuel significant growth.'

VMS clients are public relations firms, advertising agencies and marketers worldwide. The company operates 16 full-service offices and 3 monitoring centers in major cities throughout the US and is online at www.vmsinfo.com.

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