Mactive Active at Atex

By: E&P Staff Atex Group Ltd., Reading, England, and Burlington, Mass., which acquired Mactive earlier this year, announced that The News-Star, Monroe, La., is now live on the Mactive advertising system for classified order entry (E&P Online, April 11). Joining sites in Shreveport, Alexandria and Lafayette in a consolidated environment operating on a shared SQL Server database and making full use of multi-company features in the Mactive software suite, it completes the Gannett Louisiana group system implementation. Starting in February on an aggressive schedule, the project produced its first classified section early this month.

In Alexandria, The Town Talk (a Mactive user for two years) is one of three sites now live on AdBaseE, which provides online self-service for advertisers. In New Hampshire, Geo. J. Foster Co.'s Foster's Daily Democrat, in Dover, and Citizen, in Laconia, also use the Internet ad-entry portal system, including its private-party feature, with their Mactive ad system. They operate the software under an Atex shared services model using a common server for separate or combined databases, which cuts costs and speeds start-up.

Another new AdBaseE user is Comprint Military Publications, which serves military installations in the Washington, D.C., area. Its parent company, The Gazette Newspapers, Gaithersburg, Md., which has used a Mactive system for classified and retail order entry and accounts receivable since 2002, went live on AdBaseE last year. The Gazette Newspapers is owned by The Washington Post Co.

Other dailies that have gone live with Mactive systems are The Idaho Statesman (The McClatchy Co.) in Boise, and The Plain Dealer (Advance Publications) in Cleveland. Last September the Statesman bought a complete software suite for 94 seats, comprising advertising (ROP, accounts receivable, and pagination, classified liner, display, preprint), accounts receivable and pagination. A Mactive user since 2001, the Plain Dealer this week began using Mactive PGL in place of the ad system's original interface to existing page-planning and pagination systems. Another project, now under way, will integrate Advance Publications' Cleveland Sun with the Plain Dealer's Mactive system (in which customer-specific modifications anticipated Cleveland Sun requirements).


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