Wood­ward to com­plete new ad sys­tem roll­out by Q4

Newspapers & Technology Magazine - - News - ▶ BY TARA MCMEEKIN CONTRIBUTING WRITER p

Wood­ward Com­mu­ni­ca­tions Inc. said it will com­plete its roll­out of Vi­sion Data’s Vi­sion To­tal Ad­ver­tis­ing soft­ware to man­age busi­ness and sales func­tions some­time in the fourth quar­ter.

Wood­ward pub­lishes the daily Tele­graph Her­ald in Dubuque, Iowa, as well as sev­eral non-daily pub­li­ca­tions in Iowa and Wis­con­sin.

Once the roll­out is com­plete, there will be ap­prox­i­mately 70 users on the sys­tem.

“We first be­gan look­ing to up­date our ad­ver­tis­ing sys­tem three or four years ago and ended up put­ting it on the back burner to fo­cus on up­grad­ing our CMS,” Steve Fisher, pub­lisher of TH Me­dia and Wood­ward Com­mu­nity Me­dia, told News & Tech. “At that time, Vi­sion Data was on our list of choices, and when we vet­ted ad­ver­tis­ing sys­tems again re­cently, our team came up with Vi­sion Data again.”

The To­tal Ad­ver­tis­ing Sys­tem han­dles all ac­count­ing, credit and billing func­tions for print and on­line prod­ucts and in­cludes full elec­tronic tearsheet func­tion­al­ity and e-state­ments.

Fo­cused on ROI

As Wood­ward is em­ployee-owned, the com­pany’s team is very con­scious of ROI, Fisher said, which played a big role in the de­ci­sion.

Vi­sion To­tal Ad­ver­tis­ing will ex­pand Wood­ward’s cur­rent and fu­ture cross-sell­ing op­por­tu­ni­ties while ad­ding new op­er­at­ing ef­fi­cien­cies.

The cloud-based sys­tem in­cludes com­pa­ny­wide CRM, so­phis­ti­cated ac­count­ing, in­tu­itive re­port­ing, in­clud­ing in­di­vid­ual sales rep and man­age­ment real-time dash­boards, and page lay­out and pag­i­na­tion func­tion­al­ity, ac­cord­ing to news re­lease from Vi­sion Data, based in New York state. It also features the Vi­sionWeb In­ter­net Clas­si­fied Ad Place­ment Sys­tem to en­able in­di­vid­u­als and busi­nesses to place and pay for print and Web ads in one or mul­ti­ple pub­li­ca­tions from their own com­puter, any­time.

It also in­cludes the Vi­sionWeb Com­mer­cial Ac­count Man­age­ment Sys­tem, which al­lows busi­nesses to man­age their ad­ver­tis­ing from a sin­gle win­dow. Ad­ver­tis­ers can re­view their ad his­tory, pay­ment his­tory and con­tracts, make a pay­ment on­line, re-sched­ule a pre­vi­ously run dis­play ad, or place a new ad.

Prior to Vi­sion Data, Wood­ward was op­er­at­ing a Mac­tive-based sys­tem, orig­i­nally in­stalled in 2004.

“Our cur­rent sys­tem had just fallen so far be­hind,” Fisher said. “Elec­tronic pay­ment ca­pa­bil­i­ties and roll up re­lated to a num­ber of re­port­ing func­tions will re­ally be im­proved with this new sys­tem,” he said.

Sin­gle data­base

When Mac­tive was in­stalled in 2004, the pub­lisher’s daily and weekly di­vi­sions were still be­ing op- er­ated sep­a­rately. Fisher said the To­tal Ad­ver­tis­ing sys­tem will en­able a sin­gle data­base now that the di­vi­sions op­er­ate as one.

“We’ve got­ten smarter in terms of how we want data to roll up and how we want to man­age our client base, and this sys­tem will re­ally clean up some of our in­ter­nal pro­cesses,” he said.

In ad­di­tion, Fisher said, that the cloud-based en­vi­ron­ment would bet­ter serve the ru­ral lo­ca­tions of the pub­lisher’s ti­tles, which some­times dealt with slow com­mu­ni­ca­tion via the ex­ist­ing Citrix server hard­ware. Be­sides the daily Tele­graph Her­ald, Wood­ward pub­lishes Iowa week­lies the Dy­ersville Com­mer­cial, Manch­ester Press, Cas­cade Pioneer, and Wis­con­sin week­lies the Verona Press, Stoughton Courier Hub and Ore­gon Ob­server.

Wood­ward also pro­duces shop­pers in six mar­kets in those states.

Illi­nois daily adds To­tal Ad­ver­tis­ing

The Daily News-Tri­bune in La Salle, Illi­nois, in June se­lected To­tal Ad­ver­tis­ing to man­age all ad­ver­tis­ing, sales and man­age­ment, re­tail lay­out, clas­si­fied pag­i­na­tion and re­ceiv­able func­tions of its pri­vately owned pub­li­ca­tion group, which in­cludes the News-Tri­bune and their AgriNews pub­li­ca­tions, ac­cord­ing to a news re­lease from Vi­sion Data.

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