‘Fort Collins Coloradoan’ Goes Live with Atex Advertising

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By: E&P Staff

Atex in Melbourne, Fla., reports that its advertising management solution is running live at Gannett’s Fort Collins Coloradoan.

The Atex Mactive system manages classified, retail, preprint and online ad order entry, as well as customers, contracts, graphics, Web publishing, pagination, and business intelligence.

The centralized system sited in Phoenix at The Arizona Republic also supports The Desert Sun, Palm Springs; The Salinas Californian; Tulare Advance-Register; and Visalia Times-Delta — all in California — as well as the Statesman Journal in Salem, Ore.

“The Atex Mactive advertising system is already generating additional revenue for The Coloradoan through its design flexibility and the efficiency with which orders can be taken for multiple publications,” Coloradoan Advertising Operations Manager Donna LaMar said in a statement.

In addition to enabling advertisers to use the Web to place ads in more categories than was previously possible, LaMar saw benefits from the system’s AdBooker. She cited the example of a package of a simple 28-day line ad and a complex ad that runs four Saturdays. “In the past, we had to place those ad orders in two different systems, but now we can order the package all in one,” she said, noting that it saves reps’ time and helps track the package’s expiration.

Easily flowing ads onto pages easily also saves, according to LaMar, who added that with the AdBaseE online order-entry module, advertisers tend to write longer ads than those placed through the call center.

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