Woodward to complete new ad system rollout by Q4
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.
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.