Advertising

Building communities, it’s the way forward!

Visit the advertising department of any news organization and you will hear phrases like “customer relationship management”, “customer centric”, “focus on the customer” or something of a similar ilk. Not surprisingly, newspapers have increasingly looked to the social sciences in order to find new channels of revenue and increasing readership, since many high-profile industries have already demonstrated solid returns in getting to know their customers.

As more channels of communication enter the market, the role of advertising looks set to become increasingly important as marketeers continue to push creative boundaries in their campaigns and just assume that the media outlets they deal with offer the appropriate media mix.

For newspapers, knowing the communities you service and being able to reach them via their most preferred media is a good start. Forming strategic alliances throughout the community, throughout the country and across the globe is also becoming more important as news organizations look for that competitive edge.

Technology is not the “cure-all” nor is it ever likely to be, but an integrated architecture that lets advertising departments add standardized modules to fashion the exact infrastructure they need to realize their visions, regardless of the level of complexity that will be a necessity in the future.

CCI Europe has developed a range of advertising solutions (comprising CCI AdDesk Sales/CCI AdDesk Production) to meet the demands of a modern news publisher.