SRDS Merges Print Analytics with Online

In a step to provide its clients with a more comprehensive understanding of the evolving media landscape, media rates and data provider SRDS has launched a new version of its Consumer and B-to-B online services it says aligns data from 10,000 Web sites with its magazine databases.

Essentially, SRDS has combined its print and Web services, and standardized and categorized “Web-only and print-affiliated Web properties” that accept advertising into market classifications “familiar to media buyers and planners,” the company said. SRDS digital media listings include Web site Audience Metrics, featuring data from publishers, BPA Worldwide, professional health researchers PERQ/HCI, and Compete.com (which also is owned by SRDS parent WPP Media). Data collected includes site traffic and measurement of site engagement.

According to SRDS president George Carens, the company developed this enhanced version “to meet the needs of the thousands of media planners and buyers using SRDS who are actively planning multi-channel campaigns.”

Paid listings will continue to remain at the top of search results with the new version, SRDS said.

Last November, the Nielsen Company traded SRDS to the WPP Group— a U.K.-based ad agency— in exchange for the remaining 50 percent stake in AGBNielsen Media Research, making Nielsen the group’s sole owner.

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