IMS Upgrades To Include SRDS Data

  • October 29, 2002
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.
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