Three Media Companies Go Live on Atex's AdBase System

By: E&P Staff Atex has announced that three media companies are live on its AdBase advertising system, which enabled each to consolidate print and digital products on one database, streamlining the process, lowering costs, and increasing revenues for cross-sold ads.

A.H.Belo Corp.'s Denton (Texas) Record-Chronicle chose AdBase to automate retail and classified booking, scheduling, paginating, and billing. It joins Belo's flagship, The Dallas Morning News, on AdBase, which went live there in July. The papers' proximity allows them to share a database, which increases cross-selling potential.

"Our workflow before was basically a four-part insertion order that was filled manually," Denton Record-Chronicle Publisher Bill Patterson said in a statement. In addition to greater efficiency in tracking and scheduling ads, he said "having more control at the sales rep's fingertips to do research on customers and to be able to help our customer a little more will enhance our operations."

In November, Denton also will implement the AdBaseE browser-based ad order entry product, providing visitors to www.dentonrc.com with a self-service portal to place, style, schedule, price, and review classified ads.

Swedish daily ?stg?ta Corren migrated to AdBase, joining the same advertising database as parent company Norrk?pings Tidningar's nine other publications, which reduced resources and cut costs needed to operate its own production, finance and IT departments. The publisher believed that having one system was essential to efficient management without adding resources to accommodate new products.

"Using AdBase we can create, sell, track and analyze an assortment of advertising packages that allow our advertisers to run ads in locations that may have previously been off limits," Norrk?pings Tidningar Vice President S?ren Andersson said.

Erdee Media Groep, publisher of Reformatorisch Dagblad, the leading publication for the Protestant community in the Netherlands, also went live on AdBase, including accounts receivable to manage contracts and accounting information, as well as Class Wizard for pagination. The Dutch publisher also is live with MediaLink and Component Link, the display-ad production module and component-tracking tool that provide full control of tracking, creating, proofing, and placing display ads.

It is the second of three Erdee Media Groep AdBase implementations this year. It follows the Atex P-Series content management system in January. By year's end, the group will implement the Atex Polopoly Web content management system. When complete, Erdee Media will have Atex systems for editorial, advertising, and Web content management.