By: E&P Staff GateHouse Media's Times Newspapers, a group of six community papers in Central Illinois, is the pilot site for SpeedyAd, the newest product from MultiAd, Peoria, Ill., is a self-service advertising solution that allows newspapers to reach new print advertisers via the newspapers' Web sites.
Having just launched several "for sale" categories, the group plans to expand the program to include more ad categories.
Using a broad range of ad templates, SpeedyAd enables private-party and small retail advertisers to schedule, customize and pay for their ads through a publication's Web site 24/7. It can also work as a lead-generation tool for sales reps to follow up with new self-service advertisers. A marketing kit is available to help publishers promote the service to print and online readers.
Neither publisher nor advertiser has to install software. Publishers using SpeedyAd receive a press-ready PDF and guaranteed payment.
Targets for self-service advertising, according to MultiAd, include small retailers and private-party advertisers that don't seem profitable under the traditional sales model but are with self-service advertising, as well as those who don't have time during typical business hours or don't want to talk to a sales rep. They can upsell themselves by seeing the value of larger ads and adding color or pictures.
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