comScore Inc. and the Print Measurement bureau (PMB) have announced a partnership which links Canadian online media habits with print readership in a single database.

The service will be available to companies that are both PMB members and comScore clients and will provide enhanced insight into the behaviour and preferences of Canadian Internet users and print readers. PMB president Steve Ferley says the move is part of an overall strategy by the board to broaden the audience data that PMB supplies. “We all know that the media world is changing, magazines are being delivered in ways other than just the printed version,” he says. “The PMB board has set the direction of being able to supply information for both print and Internet versions of magazines.”

Reaction to the partnership which plans to release its first report in the summer has been excellent, says Ferley. “It’s a win-win for both the selling and planning sides,” he says.