Equifax gives publishers vehicle for reaching automotive advertisers

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Information technology firm Equifax Inc. is now offering its 2007 version of MatchMaker, a proprietary research tool that arms digital and print publishers with automotive market data.

With records on more than 12 million new car and truck purchase transactions, Atlanta-based Equifax said MatchMaker provides some of the latest purchase data available to publishers and agencies for research purposes.

MatchMarker data, based on vehicle registrations, delivers a comprehensive picture of vehicle purchases in the most recent model year. Publishers use MatchMAKER to gain valuable insight into subscriber automotive purchases as well as demographics, attitudes and lifestyle interests - enabling them to customize programs for automotive advertisers. The latest version provides the first trending opportunity for specific hybrid models, a new category introduced in 2005.

As an automotive study, MatchMaker generates customized reports by matching subscriber names from digital or print editions to millions of new state motor vehicle registrations. The resulting report shows the number of subscribers that purchased specific new makes and models of cars and trucks. By leveraging this information, online and print publishers can demonstrate the effectiveness of advertising and its ability to reach and engage readers.

Coupled with every MatchMaker report is a complimentary subscriber study, called a FOCUST report, which provides a detailed demographic and lifestyle profile of subscribers and new vehicle buyers within a customer database.

With this information, publishers gain a powerful tool for demonstrating how advertisers can reach target audiences and increase the effectiveness of media buys.

While its primary application is in the publishing market, Equifax said it could develop a MatchMaker study on any database that contains at least 50,000 names and addresses. In fact, MatchMaker reports can be run on Web site visitors, tradeshow and event registrants and electronic newsletter subscribers to determine the appropriateness of an audience for automotive marketing.

Equifax MatchMaker is part of Equifax's portfolio of marketing solutions designed to empower businesses to maximize their marketing efforts and manage and grow their customer bases.

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