By: E&P Staff OPUBCO Communications Group, Oklahoma City, Okla., will use the Web-hosted self-service ad system developed by Bluefin Technology Partners of Andover, Mass., for print and online classified ads. Opubco is the parent company of The Oklahoman, NewsOK.com, and Wimgo, an online database of state business and community events.
The Oklahoman's classified advertisers will use Bluefin's Place Ad tools to create, book and pay for print and online ads, according to Steve Rosenfeld, general partner, sales and marketing, at Bluefin. With Place Ad, the same content data can be used to create both print and online ads, and gives advertisers up-sell tools to add elements such as images and links, Rosenfeld says. OPUBCO also will use Bluefin's Community Marketplace Platform, an e-commerce portal hosted by Bluefin.
In a second phase, OPUBCO will integrate the online ad-taking process with its SAP advertising system, and add Bluefin's display ad component.
According to Rosenfeld, the Bluefin system offers more flexibility to cross-sell print and online advertising, in addition to up-selling opportunities. The company also has incorporated administrative and reporting tools that publishers can use to change rates, packages and schedules, rather than having to relay that information to the vendor.
Bluefin also announced a sale abroad through its U.K. and Ireland distributor, Drag and Drop. The CN Group, Carlisle, England, will use Place Ad and Marketplace for several properties, including its flagship, The Cumberland News.
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