Swift Selects DTI for Advertising

By: E&P Staff

Swift Communications has contracted with Digital Technology International, Springville, Utah, to implement DTI’s complete Liquid Media Advertising suite at each of its dailies, non-dailies and specialty publications.

Begun as a classified system replacement, the project evolved to upgrade disparate technologies using a single solution that would enable the group to better leverage resources, content and customer information.

When looking for a classified system, “we were first focused on marketing and sales with seamless integration throughout all aspects of our newspaper operations. Internet had to be at the forefront and was the foundation of the design process,” Chief Operations Officer Robert Brown said in a statement.

The main reason for selecting DTI, Swift Controller Bill Waters said in the same announcement, “was to implement a fully integrated system that brought together the variety of disparate systems we had in the past for classified and display advertising and advertising production.”

The solution will consist primarily of ClassSpeed for liner and retail order entry, PlanSpeed for ad planning and pagination, and AdSpeed (incorporating Adobe InDesign in a multi-user environment) to produce and manage display ads and associated graphics in a content-management database.

Sales reps will get DTI’s new mAdPad wireless retail order-entry solution. Online advertising services will enable customers to book, build, preview, and pay for classified ads using ClassSpeed Web Order Entry. Retail customers will benefit from more self-service online, with the ability to view schedules and proof submitted ads electronically with AdProof.

Swift locations are grouped around five production hubs: Nevada (Carson City and Lake Tahoe), Northern Colorado (Greeley, Windsor, Ft. Collins), Colorado mountains (Frisco, Vail, Glenwood Springs, Aspen, Grand Junction), Oregon (Roseburg); and California (Grass Valley). Each hub hosts a printing plant and performs production services. The group’s primary headquarters is in Reno.

The classified/accounting database will be hosted centrally on servers in Reno, with servers deployed to handle production functions at each regional production center.

With client applications and servers spread across many locations, the unifying component will be DTI’s Liquid Media data-flow technology, which manages the flow of print and online ads, ad orders, graphics, and customer information, regardless of where the information originated.

Benefits that Water foresees from the standardization include better understanding of customers, even within small areas, when information resides in one system, and opportunities for revenue growth through cross-selling of ads and automated self-service.

Now under way, implementation will take approximately 18 months, with the Colorado Mountain group the first to go live later this year, according to DTI.

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