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MRI and M:Metrics to Deliver Cross-Media Metrics

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Media buyers now will be able to tell if the readers of a magazine brand in print and online are also accessing the mobile WAP site. Or they may also be able to find if a brand is losing mindshare to competitors when their readers flip the phone. In a partnership of mobile research company M:Metrics (www.mmetrics.com) and Mediamark Research & Intelligence (MRI at www.mediamark.com) a cross-media research product will track usage across print, online, TV and now mobile. The product will incorporate M:Metrics syndicated mobile data service with MRI’s Survey of the American Consumer. For media brand owners, this kind of data can be invaluable in better understanding whether their core customers even are using mobile to access data, let alone looking for magazine-like content.

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