By: E&P Staff MediaSpan, Research Trianle Park, N.C., introduced a suite of Web-management tools to meet local newspapers' growing multimedia demands.
Based on the suite of BITS modules developed and sold by its Harris & Baseview unit, this is the first major product launch from MediaSpan's recently merged online newspaper division (Harris & Baseview BITS) and its online radio group (First MediaWorks) into the MediaSpan Online Services unit. MediaSpan Online Services provides solutions for more than 1,500 local radio and television stations and nearly 100 newspapers.
Designed for easy online content management and integration with current back-end publishing systems. The suite of tools features components such as podcasting, streaming, and online classifieds. National revenue opportunities through the MediaSpan Network are available to all newspapers, whether or not they use the new tools.
"Including newspapers in our local ad network creates higher value for both advertisers and publishers," MediaSpan CMO Mark Zagorski said in a statement. "We are bringing publishers previously non-attainable national revenue, and in return helping national advertisers reach targeted demos by daypart and context in specific markets across multiple local media types. We can deliver the audience scale of the portals, but with local targetability and ad customization on a market-by-market, regional or national basis."
The MediaSpan Network includes more than 1,100 local media sites in nearly 300 U.S. markets, including 60 properties in the top 10 markets.
"As the largest ad network of local radio station Web sites, it was a natural progression for MediaSpan to begin to open up the network to the 2,800 newspapers that we work with in our Online Services and Media Software units," Zagorski said.
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