By: E&P Staff Atex has upgraded its Enterprise advertising solution at Paddock Publications' Daily Herald, based in Arlington Heights, Ill. Taking full advantage of the upgrade's upsell tools and rating options, the daily has streamlined operations and seen increased ad revenues.
Classified Advertising Manager Michele Hunkele cited the system's speed, ease of use, and flexibility, including the use of "more-sophisticated styleset selections with only a click of the mouse."
Extended to accommodate more ads, advertising deadlines are expected to be pushed back further before year's end. The site also increased its average income per line by 20% through reduction in the number of flat-rate ads.
The upgrade converted all ad content to Enterprise XML Styler format in under six hours -- a "virtually error-free" process owing to Atex automated scripts, said Atex Professional Services Director Phil Campana. Implementation followed the Rapid Deployment Model, enabling completion on budget and with minimal disruption within the paper's three-month window, according to Atex.
At the IfraExpo this week in Leipzig, Germany, Reading, England-based Atex is demonstrating its latest technologies supported by strategic consulting, technology, and services partners.
"As part of a strategy to provide more cost-effective technology, Atex solutions are rapidly developing to be completely modular," Atex CEO John Hawkins said in a prepared statement before the annual trade show. "Atex has adopted Service-Oriented Architectures and Enterprise Application Integration technologies so that our solutions will be ever more modular, open and flexible. They are built using proven, open standards technologies enabling third-party components to be easily integrated."
Hawkins also cited newspaper groups' realization of benefits from groupwide systems, including economies of scale that lowered total costs of IT, improved corporate information using real-time data, and organizational flexibility. "Web services [SOA] take all this a step further," he said.
Atex is partnering with IBM and Mediaspectrum Inc. At Ifra it was to demonstrate Mediaspectrum technologies such as the EngineBridge suite of Web services solutions integrated into Atex Advertising Solutions, including Enterprise. These bring online and production capabilities that enable publishers to more effectively defend against, and compete with the like of Yahoo, Google, eBay, and Amazon.com. Atex is exclusive distributor for Medaspectrum's technology for the newspaper industry.
While at Ifra, Atex announced that the Netherlands' Wegener NV media and marketing group, one of the largest Atex customers (approx. 1,200 Enterprise workstations) ordered Mediaspectrum's self-service advertising software toolkit.
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