• by David Goetzl , February 8, 2008

Looking to gain insight into how people consume magazine brands across multiple platforms, MediaVest has become the first agency to receive and evaluate new combined research from Nielsen and MRI.

Called Net//MRI, the new system aggregates data derived from both MRI's print tracking and Nielsen's online measurements.

MediaVest said the monthly database "intends to measure more accurately the print/online readership relationship and allow users to profile MRI targets (26,000 homes) against 2,300 Web sites, compared to 80 using MRI alone."

"It's simply not realistic in today's market to rely exclusively on one source for one media and another source for another media." said Bill Tucker, MediaVest CEO. "Content travels, and if it's compelling, consumers will follow.

"As consumers are increasingly going online to get the information they previously only had access to in print, it is paramount that we understand how this impacts usage behavior given this shift is consumption," he added.