Interactive Market Systems and SRDS have announced a common functionality that enables clients of both companies to access current SRDS consumer magazine data from within the IMS software service. An IMS statement says the new online resource will give media planners will have simultaneous access to IMS technologies and SRDS data. This will lead to “easier information analysis, streamlined decision-making and increased productivity." Within the IMS AdCume, Crosstab, Cost Ranking, Media Editor and Reach & Frequency software services, shared clients can access detailed SRDS information, including advertising rates, circulation figures and contact information. SRDS listings also provide links to additional industry information, such as ABC and BPA audits and magazine web sites.