Associated Newspapers Ltd. decided to add the recently acquired Loot newspaper to their list of publications using CCI AdDesk Sales. This is in addition to the original agreement from the 30 seat system purchased by ANL publication Associated New Media.

Loot newspaper will join ANL’s four other major publications, the Evening Standard, Daily Mail, The Mail on Sunday and Metro, and the previously mentioned Associated New Media in running CCI AdDesk Sales.

Loot is the fifth Associated Newspapers Ltd. publication using AdDesk to manage its advertising.
Photo courtesy of CCI Europe

CCI AdDesk is designed to manage the entire advertising process from the initial sale to the final publication and has a number of sales and process management tools.

Loot newspaper publishes large volumes of low priced and mostly free classified advertisements, with some sales receptionists booking between 40 and 60 advertisements an hour, which reiterates the high level of productivity achievable when using the CCI System.

“The nature and profile of advertisers who use Loot is quite different from those that, for instance, use the Evening Standard and therefore we needed the setup at Loot to reflect that,” said Allan Marshall, managing director of Associated Mediabase, the company responsible for ANL’s information technology. “Even though the core system is the same, the system setup can be tailored to reflect the idiosyncrasies of Loot and the various other ANL titles.”

ANL will still be able to support all of their systems from a common support center because changes to the user interfaces will not affect the system architecture.

“Even though some aspects of the user interface will be set differently, we will not need any additional personnel to support the system as the underlying architecture remains unchanged. When new features or releases of CCI AdDesk Sales emerge, we will still be able to implement them from a single location across all our sites, thereby continuing our holistic or group approach to information technology,” said Marshall.

CCI Europe feels it is this flexibility in configuration and stability in system support that will allow newspaper groups to experience real gains in reducing the total cost of ownership for their systems because it can be tailored to the individual newspaper without altering the basic structure of the system.

Associated Mediabase expects to capitalize on the experience that they have gained from implementing CCI AdDesk Sales at ANL’s other sites.

“We are confident that we can emulate the successful implementation of CCI AdDesk Sales at the Evening Standard, by extrapolating the knowledge and experiences we have acquired from that process and applying them to implementation of the 250 seats at Loot,” said Marshall.