In less than six months of rolling out the Column platform, Ogden Newspapers successfully migrated 75% of their public notice orders to self-serve.
Ogden Newspapers publishes 72 newspapers in 16 U.S. states, from New York to Hawaii. Across its prominent portfolio, the company processes an average of 5,000 monthly public notice orders. Before their collaboration with Column, Ogden representatives were responsible for manually handling all notice volume for multiple newspapers in a single region and managing other advertising duties. This manual approach was inefficient.
In September 2021, Ogden Newspapers recognized the need for a more streamlined process and committed to putting 100% of their public notice volume across all markets through Column. The goal was to improve time management, reduce costs, and enhance customer experience.
Implementing the self-serve platform involved a well-defined plan and strong collaboration between Ogden Newspapers and Column. The partners collaborated to create strong documentation that educated both newspapers and their clients about the Column transition.
"Our newspaper teams had everything they needed to get their clients on board,” said Lori Figurski, Regional Director of Advertising at Ogden Newspapers and Column champion. The documentation included a clear timeline for when the transition would occur and instructions on creating a Column account and placing a notice. On average, the time it takes to place a notice in Column is less than five minutes. Start to finish."
"Column’s team also prioritized comprehensive, individualized training for newspapers and their clients. “The Column team was able to offer one-on-one sessions,” said Figurski, “which gave the newspaper team a comfortable setting to speak up, ask questions, and get familiar with the platform.”
Column attributes part of its 75% self-serve success rate to its volume-based pricing model, which aligns the company’s incentives with that of its clients. Column succeeds only if publishing partners can significantly improve customer experience and achieve high automation and efficiency.
Ogden Newspapers' experience serves as inspiration for other publishing companies seeking to optimize their public notice business.
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Customer Success Manager Team Lead