AAM and GfK MRI Link to Extend Audience Metrics

North American industry body the Alliance for Audited Media (AAM) and audience research firm GfK MRI have linked up to enable publishers to include the latter's top-line print and digital readership data in AAM reports, as well as in its cross-media database, the Media Intelligence Center.

The deal means magazines and newspapers will be able to report metrics from GfK MRI's Pocket Piece, drawing readership and demographic data from the agency's Survey of the American Consumer annual study of approximately 25,000 adults aged eighteen and above.

The two organisations are already planning to work together on additional projects to provide magazines and their media buyers with relevant and actionable data. Mark Wachowicz, AAM's SVP, Marketing and Sales, adds: 'Many AAM members use GfK MRI to conduct audience studies. With hundreds of shared clients, we will both be able to provide better services to those publishers and the advertisers who use that data.' Jeanine Taylor, VP of Data Partnerships for GfK MRI, says the relationship will help advertisers understand and appreciate the continuing value of print media.

Separately, AAM is working on the next phase of its Media Intelligence Center, which will incorporate a dashboard allowing users to carry out custom analysis of print, digital and audience metrics.

Web sites: www.auditedmedia.com and www.gfkmri.com .