January 2013, Bracknell, UK – Miles 33 is proud to announce it has been selected by Newsquest, a Gannett company and the UK's second largest publisher of local media in print and online, to deliver its next generation advertising sales, workflow, audience analysis and CRM platform.
The solution comprises the newly announced Gemstone suite of products coupled with SAM, the online customer self-service portal module. Together, these technologies will provide Newsquest with a private cloud-based solution to handle its advertising media sales for all its newspapers, magazines and digital media outlets.
With the goal to grow revenues from new digital products, a key strategy to success included a need to fully integrate the sales process by implementing an enterprise-wide solution for all advertising and media sales. By consolidating technology across the group and implementing a single, totally integrated solution, Newsquest can address the entire sales and customer management process, regardless of ad type or media channel, more efficiently and effectively.
The new system will not only replace all the current, disparate, advertising systems found throughout the group, it introduces vital new functionality such as audience analysis, integrated CRM, inventory management, automated workflows and online ad portals for agencies and private advertisers.
Like many publishers, Newsquest has seen the proliferation of a myriad of different advertising, production and ERP systems due to rapidly changing market conditions of the past years. Consolidating those disparate systems is just one piece of the challenge. The way people consume media is still undergoing change and publishers need to be able to adapt to future needs. Gemstone provides a framework that offers the nimbleness required to bind disparate systems together into a cohesive business solution, making it faster and easier to add new modules and applications. This was key to Newsquest’s strategic goal to consolidate all functional processes into a single platform to sell and book advertising materials for print, online and tablet publishing channels, yet be flexible enough to make rapid changes when needed.
As a cross-media, enterprise-wide, technology platform, Gemstone will bring unprecedented efficiencies to the Newsquest group of companies. For example, consolidated revenue reporting across all adtypes and channels will bring deeper insights into sales campaigns while a single booking function facilitates cross selling and bundling of ad content.
New functionality, like Gemstone’s built-in Audience Analysis module will provide Newsquest with new tools to understand and leverage audience behaviour to attract and retain advertising customers.
Other tools to help grow revenue include the integrated Lead and Opportunity Management and Sales Forecasting modules. By managing a sales pipeline across all media types, management will be in a much stronger position to make quick decisions and allocate resources to where they will be most effective.
Customer Relationship Management (CRM) features of Gemstone will provide all the Newsquest divisions with extensive knowledge of who their advertisers are, what kind of advertising they buy and how their ad spend budget is apportioned across the group’s publications and digital titles. These insights will provide a better view of existing advertisers and will also assist Newsquest in finding new business be it in print, online or mobile.
Newsquest’s sales representatives will be armed with new tools too. The Gemstone iPad-based sales app will allow sales reps to interactively book ad content while on-premise at their client. Interacting with Gemstone’s Inventory Manager, reps and clients can accurately determine what advertising inventory has been sold and what is still available, locking in prime advertising where possible.
“We are really looking forward to working with Newsquest on the implementation of this new generation advertising sales system. Newsquest’s forward thinking and comprehensive vision for the future is exciting and we are proud to be part of that” said Michael Moore, CEO of Miles 33. “The past couple of years have been very difficult for our Industry, and the global economy as a whole has been challenging. However, due to our strong product offerings and our longstanding commercial and business models that we adopted many years ago, despite a global recession, we have been able to develop from the ground up a completely new solution and have invested heavily in R & D over the past 36 months. I believe Newsquest will lead the way for Miles 33 to grow from strength to strength as Gemstone takes a grip of the market.”
Graham Hodgson, Group IT Director for Newsquest said “Miles 33 have been a supplier to Newsquest for a couple of decades now, they have never failed to deliver on their promises, and with the potential of Gemstone and a strong Management and System Delivery team here at Newsquest we truly believe that what we have chosen and will end up with will be best of breed for our evolving industry.”
Implementation of this new technology will start in January 2013 with the first anticipated go-live in June 2013.