The new service will streamline newspaper and magazine measurement data into four annual reports.
Desktop is the most-used platform for digital reading, but smartphones and tablets saw big growth over last year.
Pollin8′s Lauren Richards on collecting better data, defining the value of different platforms, and targeting consumers more effectively on TV.
Data from the two organizations show website reach is up and print readership numbers remain steady this spring.
The organization’s latest report shows average readership of titles and readers-per-copy are up slightly over last fall.
The chairs of both companies say their respective boards have green-lighted the process of building a new measurement organization.