MarketingVOX: Media IQ, the auditing firm created by former Madison Avenue media chief Mike Lotito to audit the performance of ad agencies' TV buys for big marketers, has set its sights on the magazine industry, focusing on circulation - and is considering taking on the internet as well, writes MediaPost. Its Circ IQ tool, announced today, is intended for agencies, to help planners and buyers wade through circulation data.

Media IQ is considering whether similar demand exists for newspaper circulation reports, which likely don't require advanced analytical tools, however. Lotito says, though, that the internet does. "We're going to go to the Internet next and we'll figure out where the clogs are there," he is quoted as saying.

Lotito says it's not yet clear whether such a tool should be designed more for agencies or advertisers. But an important focus would be the differentials between website and server data and panel-based online audience research reports.