By Marcelo Duran
Assistant Editor

Selecting a new advertising system is a major commitment for any newspaper in these current murky economic conditions. For Media Services Group Inc. and their new agreement with Vision Data, the new advertising solution means more than just a typical system.

The eastern Tennessee-based Media Services Group recently purchased Vision Data’s Total Advertising classified and classified pagination system.

Media Services Group oversees the operations of seven newspapers — four dailies and three non-dailies — in Tennessee. Media Services Group has a total circulation of over 54,000 and includes The Greeneville Sun (daily, 15,001). The group plans to have the advertising system installed later this year.

The Total Advertising system order entry screen allows the user to enter either a display or classified ad order. If a display order is being entered, the publishing window has the ad layout information.
Photo courtesy of Vision Data

“We have received much of the hardware needed for the installation, the software itself has yet to be installed and we don’t expect the full system to be up and running for a few months,” said Gregg Jones, president of Media Services Group. “What we have purchased from Vision Data goes far beyond a new advertising system.”

The Total Advertising system combines classified and display databases with a graphical user interface. Information on display and classified accounts is available on a single database, eliminating the need for duplicate address information. Circulation files are instantaneously checked when information is taken on a client and provide a complete customer service picture and the ability to upsell circulation subscriptions.

Sales management features will allow the advertising department to streamline information based on its needs. Sales managers can analyze sales information for classified and display accounts on the same reports. All reports are available for both departments and can be printed as combined or separated. Rates can be designed and implemented for either department and used by any account, without duplication.

The new Vision Data system will be integrated with existing Vision Data systems to create a fully integrated customer service function for its newspaper division and its local Internet service providers.

“Our Vision Data installation involves applications for display advertising, classified advertising, circulation, accounting, — general ledger, payroll, accounts receivable, accounts payable, budgeting, etc. — Internet access and Web development,” Jones said.

Through the implementation of a newly developed Vision Data ISP module, Media Services Group will have the ability to bill its Internet service provider customers on a flat monthly basis or bill for services by the minute and provide customers with a single statement that includes all advertising, publication subscription and ISP charges. This is important for Media Services Group because they are one of the largest Internet access providers in their region.

One of the expectations of the new system is the ability to handle all newspaper and cable customer inquiries and transactions without shuffling customers to other departments.

“We are very excited about our new Vision Data system and are confident that, once completely installed, including the requisite training, it will meet or exceed our very high expectations,” Jones said.

Vision Data and Media Services Group have a long and fruitful history dating back to 1982.

“They have our display accounts receivable, circulation, payroll, accounts payable, general ledger, newsprint inventory and classified billing, along with a few custom applications we wrote for them specifically to handle network advertising,” said Thomas Dempsey, president of Vision Data. “Vision Data has also been able to offer the right solutions at the right time.”

The Group will be linking the business functions of all of its publications to a central server located in Greeneville, Tenn., to provide a single common database for all customer information.

“All of these applications will be fully integrated on a common database including not just The Greeneville Sun, but all of our general circulation newspapers, specialty print publications and Internet operations,” Jones said.

Vision Data’s ability to meet customer needs during the installation of systems has been key to the good business relationship between the two entities.

“Vision Data tries hard to keep ongoing expenses low for newspapers, while still providing a very cost-effective, reliable system. Our software is constantly updated with new features required to stay competitive and it is available to all our sites as needed, not necessarily as part of a high annual maintenance program,” said Dempsey. “We also have very low support staff turnover and excellent system resources to handle questions and problems quickly and efficiently.”