IRI, News America Marketing extend partnership

Drug Store News, March 5, 2001 by Liz Parks

CHICAGO -- Information Resources Inc. has extended its partnership with News America Marketing, a subsidiary of News Corp., to provide scanner-based tracking data and analysis delivered via the Internet.

"News America Marketing has the ability to reach millions of consumers through different channels, all of which are extremely effective," said Ed Kuehnle, group president of IRI North America. "We at IRI have the leading edge data and analytical tools that can help News America Marketing improve the effectiveness of its marketing services."

Under a new three-year agreement, IRI will provide News America Marketing with tracking data for its in-store and newspaper insert programs. News America Marketing publishes the SmartSource magazine, a widely circulated flyer inserted in Sunday newspapers throughout the United States. News America also has instore advertising and promotional programs in its exclusive retailer network of more than 30,000 food, drug and mass merchandise stores.

"Our partnership with IRI allows us to efficiently deliver fact-based feedback on the effectiveness of SmartSource programs to our clients," said Jesse Aversano, senior vice president of business management at News America Marketing. "Using IRI's data, News America Marketing is able to deliver this feedback at a value level unmatched in the consumer promotion and in-store advertising industry."