Prospect Swetenhams won the list management contract for Johnston Press in December.
Annette Holmes, managing director for Prospect Swetenhams and Market Monitor, said: "Not only do we have the ability to offer clients access to a unique and totally fresh consumer database, but we can now have a single source multi-dimensional database with both lifestyle and transactional data -- which is a first for Prospect Swetenhams."
Holmes added that Prospect Swetenhams will also have the ability to work with Johnston Press to create lifestyle surveys using the database, with questions on sectors ranging from retail and FMCG to financial services and charities.
Chris Pennock, group newspaper sales and marketing director for Johnston Press, said: "Our readers -- both on- and offline -- have a high level of loyalty towards our local brands and they trust the information we provide.
"The fact that we have this unique relationship makes our customer base exceptionally responsive to the right kinds of offers, especially those endorsed by our brands."
Prospect Swetenhams believes that this loyalty to the local press will improve the quality of the surveys and generate far higher levels of response than available through existing surveys.
It also said that the fact that much of the data is generated through reader offers provides a clear indication that the data contains a high level of responders.