• April 26, 2005

Internet audience auditing firm I/PRO announced yesterday at Ad:Tech a partnership with Mediamark Research, Inc., to study the audiences of mid-tier sites that may have been overlooked by media buyers with their eyes on the top 50 Web sites. I/PRO and MRI plan to offer two reports, an Audience Profile Report and the Business Demographics Report--each of which examines a different aspect of a Web site's audience. The audience profile will look at data such as gender, income, education, and presence of children, while the business demographics report examines job title, job function, corporate size, and purchasing authority. I/PRO plans to charge $5,000 for a standard survey, and $12,500 for a customizable survey, with the standard questions plus up to 10 customizable research questions. -- Shankar Gupta