Answers from Peter Cooper, VP marketing, MediaSpan

newspaper techniques: With your experience with many newspapers, what should a newspaper offer as ‘state of the art’ service (in terms of process) to the ad buyer?

Peter Cooper: An electronic/online catalog of sample ads, an electronic/online catalog of the specific ads for that customer, digital proof delivery, self-service portal for ad booking to reduce labor and customer would get a discount for using.

nt: What requests do you get most often from customers in terms of the development they would need for the future?

P. Cooper: A robust web based application allowing advertisers to take ownership of their advertising business. This would include ad booking, ad copying management, account management (including payments). This provides a substantial ROI for the publisher.

For larger publishers, zoning within classified is becoming more and more important so they need robust zoning capabilities both in ad booking and pagination.

A seamless suite of products and a common customer database is something we hear frequently.

Page first published: 21.06.2006