Bluefin Running in Northwest, Partnering Overseas

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By: E&P Staff

Capital Press, Salem, Ore., is the first East Oregonian Publishing Co. site to go live with BluefinCMP (Community Marketplace Platform) with Bluefin Place Ad for self-service ad placement of print and online ads, and Bluefin Marketplace for online classified publishing of all categories. The remaining seven print publications and two online Websites will go online over the next few months.

Capital Press Place Ad platform incorporates several new online upsell features, including: featured ad placement by category, multiple online photos upload, sponsored search words, hyperlinked e-mail or Web address, and immediate posting of online ad prior to print ad start. All create a more effective ad listing and generate incremental revenue.

Black Press, Vancouver, B.C., recently added new publications to its BluefinCMP bringing its total to 86. They include Northern Connector, The Northern View, Kootenay Western Star and Trail-Rossland News.

In addition to allowing advertisers to upsell themselves and easily cross sell in multiple titles, “we are competing effectively against the online pure-play classified sites by creating a satisfying user experience,” Gary Green, vice president of business development/new media for Black Press said in a statement.

In its first marketing outside North America, Bluefin Technology Partners entered an exclusive marketing agreement with Drag and Drop Ltd., Southend-on-Sea, Essex, England, for selling and supporting Bluefin Technology Partners solutions in the United Kingdom and Ireland.

Drag and Drop (an official reseller for Managing Editor Inc.) provides a suite of applications that focus on automating ad-production workflow, allowing advertisers to build ads via the Web. Customers include Newsquest and News International.

Its flagship product, ProMotor2, gives advertisers the ability to produce and manage through the Web large and complex display ads, flowing in car dealers’ and real estate brokers’ inventory listings.

In a separate technology partnership, Drag and Drop, along with its U.S. partner, MacDonald Advertising Services, is providing core components of its technology to power the new Bluefin Place Ad module for creating display ads by online self-service advertisers. Now, the advertiser can select either a classified liner ad or display for classified, or retail/run of paper.

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