By: E&P Staff Mexican newspaper El Debate, which distributes throughout the state of Sinaloa, will install SHIPO, from Spain's Protecmedia, to manage circulation and subscriptions, with the aim of optimizing income and controlling distribution costs while increasing reader loyalty.
Through geo-marketing technology, SHIPO permits comprehensive analysis of location-related variables, offering data about such aspects of distribution as deliveries, returns and payments, broken down by sales outlet. This solution enables full integration of editorial and distribution areas.
"Our aim is to integrate the editorial and distribution areas so that we know more about sales levels according to the front page. Ultimately, the objective is to improve sales," Debate Technical Director Daniel Bastidas said in a statement. A further benefit, he added, is learning "more about sales outlets according to potential market penetration."
SHIPO also will allow the paper to monitor readers' subscriptions in detail, managing new subscriptions and cancellations, as well as payments and invoicing.
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