The Seattle Times has responded to the need for more modern advertising systems identified when vice president Gary Smith joined the paper three years ago.
A new Adpoint order management system from UK-headquartered Lineup Systems will unify print, digital and agency services product lines. The Times claims more adults in the Northwest region than any other local media entity, across multiple titles and marketing services.
Smith, who is vice president of advertising says the need for a new way to manage their advertising sales was evident when he joined the business. "The existing systems were put together when the organisation was primarily focused on print with some modest owned and operated digital revenue."
He sais systems needed to be retooled for growth areas, still serving print, but with a platform that would give a single view of a customer, regardless of the product line.
Adpoint would allow the team to increase efficiency by removing the redundancy and manual processes existing between systems, thanks to built-in CRM, multimedia order management, finance and analytics capabilities.
"Our ultimate plan is to have it be our single source for customer pipeline sales activity all the way through order and AR," he said.
Simplify the tech stack will lower the overall annual cost of operations.
The vendor's North America sales president Markus Feldenkirchen says the Times had been leaders in their industry, "monetising their award-winning journalism through multichannel advertising products and marketing services".
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