A lifestyle trend
for '07 - the hybrid

Equifax is now offering its 2007 version of MatchMaker, a proprietary research tool that arms publishers and agencies with automotive market data, writes DMNews.

With records on more than 12 million new car and truck purchases, the new tool provides the latest purchase data available, also featuring demographics and attitudes and lifestyle interests, such as the new trend of hybrid models.

MatchMaker can generate customized reports by matching subscriber names from publications online and offline to millions of new state motor vehicle registrations, allowing advertisers to see what their readers are driving.

Equifax will develop a report as long as there are at least 50,000 in a specific database. It can be run on anything from website visitors and e-newsletter subscribers to tradeshow and event registrants.