Systems developer Atex is to split its business into two units, focussing specifically on content and advertising.

Marketing director Gian Camillo Vezzoli (pictured) will lead the content management business unit, focusing on digital-first publishing while supporting a more efficient and high-quality print workflow. Application specialist Tom York is to lead the advertising management business unit, providing leading advertising booking and production workflow across all channels. Each business unit will have its own operations and development teams, reporting directly to the business unit manager.

The sales team will have a “dotted line” reporting to both managers, and maintain the responsibility of selling all products and services, including software, cloud solutions, bespoke development and managed services.

Chief executive Federico Marturano says that, with no product boundaries between print and digital, “evolution will be quicker and more efficient.

“Everyone will have digital skills and will be ready to support our publishing clients across the rapidly changing business models,” he says.

The premise is that despite rapid evolution as the news publishing world adapts to a digital-only business, print is still an important revenue source while also being the primary cost base. Demand is for fully automated print production and zero effort IT management, while powerful content production interfaces need to enable advanced digital journalism including video and audio editing, data-driven journalism, social engagement and support for multiple business models.

York says as advertiging approaches a “cookie-less” era, publishers still need to engage with users willing to share their interests and needs. “On one hand, this might represent a threat to publishers, but on the other is also a new opportunity for selling multi-channel personalised campaigns,” he says.

Vezzoli says by adding tools such as the SEO helper, long-form editor and digital video editing, Atex aims to be the “one-stop-shop” for growing media companies in a multichannel publishing scenario.