Interactive Marketing Systems (IMS) has upgraded its advertising planning software system to integrate information from SRDS. As part of the upgrade, users that subscribe to both services will find a
link on IMS that will open a window including the most current SRDS consumer magazine data without launching a separate program. That is an improvement over the current software, which requires a
planner to launch SRDS separately. The old way took more time and more computer memory, say users. In use at 95% of advertising agencies, SRDS includes data on a magazine’s circulation, ad rates,
and demographic profile. SRDS VP Chris Northwick says the upgrade not only gives planners single-click information, but he says that some subscribers are also able to use the combined functionality to
perform two-dimensional competitive analysis. Both SRDS and IMS are units of VNU.