Sweden's Promedia Papers Live on Atex AdBase

By: E&P Staff Sweden's Promedia, which publishes 15 newspapers reaching more than 340,000 readers, has gone live on Atex's AdBase advertising system, chosen for its ability to integrate all elements of the advertising process -- from sales and booking to production, pagination and billing.

Using AdBase as a centralized advertising system for 200 users enables Promedia to reduce operating expenses associated with its titles' previously disparate databases. The project began in 2008 and resulted in all papers being rolled out in the past five months, with Promedia accounting and analytical procedures now standardized across all titles.

The similar look and feel throughout the advertising sales process opens up possibilities of reaching larger audiences and helps sales staff cross-sell more print and online products.

"We demanded one of the most complex set-ups of any Atex system in Scandinavia," Promedia Development Manager Goran Lundberg said in a statement. "The heartbeat of this company will be to do things in one place and in one way wherever possible, and also to dedicate resources to where they really create customer value."

AdBase was originally developed in Sweden by Mactive, which Atex acquired in early 2007.


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