DMN streamlines advertising with Atex

The Dallas Morning News went live on a 463-seat Atex AdBase advertising and business system. The app will allow the publisher to integrate every aspect of the advertising sales process, from ad order entry and placement to financial tracking and reporting, Atex said. AdBase also handles all invoicing and accounts receivable for the newspaper’s print and digital advertising business. AdBase will allow DMN to reduce the number of internal advertising systems from four to one, which will streamline operational expenses by approximately 50 percent, while increasing overall efficiency and sales capabilities, Atex said.
The migration to AdBase lays the foundation for what the publisher refers to as its Integrated Advertising System, which is an initiative designed to refocus its sales and marketing departments to enhance the quality of its customer service offerings.
“Our goal is to better understand our clients’ marketing objectives and develop recommendations that reach their target audiences and deliver results,” said Fran Wills, The Morning News’ senior vice president of marketing and interactive. “IAS and AdBase will help facilitate this change in the way we do business.”
Look for more information about the deployment in the September issue of News & Tech.