April 25, 2005 13:00 ET

I/PRO Corporation and MRI Partner to Provide Web Publishers With Audience Demographic Reports and Surveys

Verified Audience Information Helps Media Buyers Make Informed Ad Purchasing Decisions on Smaller Web Sites

SAN FRANCISCO, CA -- (MARKET WIRE) -- April 25, 2005 -- During a panel presentation addressing the importance of accurate Web site measurement at the AD:TECH 2005 show, Allan Kaplan, CEO of I/PRO Corporation, the Internet audience authority, announced a partnership with Mediamark Research Inc., the United States' leading provider of magazine audience and multi-media research data. As a result, two new reports are available to Web sites seeking accurate, much-needed demographic information about their audience.

As ad space prices at the top 50 Web sites grow by leaps and bounds, media buyers are looking for space on the smaller Web sites. However, audience data from panel-based research can be questionable on sites beyond the top 50. The availability of these new demographic reports is a huge win for smaller Web publishers who, for the first time, have third-party endorsement of their audiences' demographic make-up. Data and information that is verified by I/PRO and MRI give media buyers the peace of mind needed to qualify Web properties for ad buys.

Raymond Chin, partner and media analytics manager for interactive agency mOne, says, "We take great pride in finding the right online audiences for our clients, and it's challenging to find planning data to understand the demographics of mid-tier Web sites. With the new Audience Profile and Business Demographic reports from I/PRO, Web sites of all sizes will be able to provide us with accurate demographic information. We are now empowered to qualify Web sites more quickly and provide our clients with trusted reports."

The reports are powerful, accurate third-party statements of audience demographics which are compiled based upon results of standardized surveys performed on a site-by-site basis. The reports use a standard methodology influenced by members of I/PRO's Agencies for Interactive Audits (A4IA) program and are based on MRI's decades of media research expertise.

The Audience Profile report includes anonymous personal data such as age, income, gender, education, and presence of children, as well as optional customized variables for individual audiences. The Business Demographics Report includes business data such as job title, job function, corporate size, purchasing authority, and intention for visiting a site. Each service has two levels: Standard ($5K), composed of standardized questions; and Custom ($12.5K), composed of the Basic questions plus up to ten customizable research questions.

"Media buyers participating in our Agencies for Interactive Audits program tell us they need to know as much about a Web site's audience as possible to justify the buy," said Allan Kaplan, CEO of I/PRO during a panel addressing how to maximize media buying. "The Audience Profile and Business Demographics reports are designed to fuel the online advertising revenues of mid-tier Web site publishers who are often missed by leading media buyers."

Highly-Coveted Online Audience now verified -- is in the Know

Also via his panel presentation, Mr. Kaplan announced results from a case study conducted with, an online subsidiary of Mountain News Corporation, the global, year-round source for news and information on mountain recreation and travel. In the past, panel-based research has reported counter-intuitive demographic data about so they recently commissioned I/PRO to run the Audience Profile report for a long needed "second opinion."

"Media buyers told us that the data they had indicated that our audience was comprised of 55% females and 5% college graduates. In contrast, the I/PRO and MRI report revealed that only 33% of our audience was female and that over 40% were college graduates," said Chad Dyer, managing director of Mountain News Corporation. "We have a coveted audience that has been misrepresented in the panels, and as a result, we have missed out on many advertising buys from media buyers. The new Audience Profile Report services have enabled us to finally prove the true demographics of our audience to media buyers which should have a strong impact on our bottom line."

EDITOR'S NOTE: AD:TECH SAN FRANCISCO is being held from April 25th - April 27th at the San Francisco Marriott on 55 Fourth Street. I/PRO and MRI are discussing the new partnership and exhibiting in booth #77. If you would like learn more or meet with Mr. Kaplan, please contact Morgan McDowell of blast! PR at 919-833-9975.

About I/PRO Corporation:

In 1994, I/PRO formulated and created the original third-party Web site audit, and continues to lead the charge for accurate and unbiased Web traffic reporting. I/PRO gives media buyers the power to identify and qualify advertising opportunities on sites of any size, and allows ad sellers to more effectively compete for revenue. I/PRO currently audits over 500 Web sites. Over one trillion Web pages have been audited by I/PRO's census-based auditing services. For more information, please visit

About MRI:

MRI is the country's leading provider of multimedia consumer research data. Since 1979, MRI has continuously surveyed consumers to track their exposure to advertising media and their use of advertised goods and services. These data have become the basic media-planning tool for the majority of the media plans that are created each year by national advertisers and their agencies.

MRI is part of NOP World, a wholly owned subsidiary of United Business Media, a U.K.-based news and information company.

Contact Information

  • Media Contact:
    Morgan McDowell
    blast! PR for I/PRO Corporation
    919-833-9975 x12