NEW DELHI: "Every media vehicle is a winner, if they exploit product profile", explained NP Satyamurthy, director general, MRUC. He was speaking at the MRUC-NFO organised, IRS (Indian Readership Survey) workshop for a select gathering of ad-professionals, media planners, brand managers and media.

Satyamurthy exhorted IRS users to convert weakness to opportunity. Citing an example, he said a media planner can actually advise his clients on how to use IRS Product Profiles – low penetration of a product among readers of publication 'A', can actually be seen as an opportunity and an effective sales promotion campaign can increase penetration.

The road show was second in the series – after having concluded the same in Mumbai, recently. The participants were taken through a rigourous 'training module' – covering areas such: how to effectively use the IRS Software; breaking myths about IRS 2002 estimates - post Census 2001 based corrections; how to leverage 'product profile' information for success in the marketplace. The road show entailed actual class-room learning for the active users of IRS data.

NFO continues to support MRUC in servicing clients until the launch of IRS, Round 11.