Wegener NV signed a contract Atex Media Command to centralize and merge the databases of the Dutch newspaper publishing group’s advertising systems.

The order calls for Atex Media Command to centralize and merge the databases of the group’s five Enterprise advertising systems. When completed, the systems will provide Wegener with group-wide advertising and information management systems, one for its 60 daily titles and another for its 300 weekly and free newspaper titles.

“There will be many significant benefits for the publisher when operating group-wide databases,” said David Hall, Atex Media Command chief executive officer for Europe, the Middle East and Africa. “They include the ability to share content, customer and customer relationship management data, as well as accounting information across the group. At the same time, there will be improved communications and a more efficient systems infrastructure. We are delighted to again be working alongside Wegener as a technology partner.”

Tonnie Klein Hemmink, manager of application and information services for Wegener, said the group is making a uniform and transparent workflow for all Wegener titles.

“This is a part of our strategy to migrate to common processes and shared systems among all the group’s publications in order to be more flexible to the market and to reduce the total cost of ownership,” Hemmink added.