Scripps Plans Web Site Registration

By: Carl Sullivan

The newspapers of Cincinnati-based E.W. Scripps Co. will soon roll out registration at its Web sites, said Bob Benz, general manager for interactive media. The first paper to launch will be the Ventura County Star in Ventura, Calif., probably in early December.

The papers will use homegrown registration software that is part of the company’s Fast Forward content management system, Benz said.

Scripps newspapers will also be installing audience management tools from Tacoda Systems of New York — to track Web visitors and target advertising by demographic segments. Scripps Networks began using Tacoda’s software earlier this year on its TV Web sites, including foodnetwork.com and fineliving.com.

In general, Benz reports that 2003 has been a great year financially for Scripps Web sites. “We’re very bullish on 2004,” he added.

Online registration was also recently implemented at The Post and Courier of Charleston, S.C., and The Augusta (Ga.) Chronicle, using software from Morris Digital Works, a division of Morris Communications Co. LLC of Augusta. Morris owns the Chronicle, while the company provided its registration services as a vendor to the Charleston paper, owned by the Evening Post Publishing Co.

Meanwhile, the Star Tribune of Minneapolis reports that it now has 300,000 registered users, after instituting registration in May. The McClatchy Co. newspaper said that the post-registration traffic drop was negligible, with new registrations coming in at about 1,800 each day. The Star Tribune uses the InSite registration system built by McClatchy’s Nando Media.

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