Sammy Papert, who ran the media research group Belden Associates until January, has started a new venture. Called Wormhole LLC, the consulting firm helps bring to market products and services, particularly those that connect media properties and their audiences.

The company yesterday announced that it is the exclusive licensee to distribute the MediaSight online reporting system to newspapers, radio and TV stations, as well as advertisers and their agencies throughout the U.S.

In addition to Papert, the Wormhole team includes Ed Efchak, president of the International Newsmedia Marketing Association.

Papert said in a release that “the MediaSight product is a perfect fit for a media challenged by budget cuts yet with even greater needs for audience and advertiser insights.”