Media General tapped Mactive Inc. to install AdBase software across all of its newspapers

The Tampa (Fla.) Tribune will be the first Media General newspaper to install the Mactive apps, with full deployment among other group dailies to take place over the next few years, said John Beirne, Media General’s director of customer information systems and services.

In addition to AdBase, Media General will roll out Mediaspectrum’s EngineBridge ad tracking suite and Competent Technologies Inc.’s AdBase Fax and Email apps. The apps work hand-in-hand with Mactive’s software.  

Consolidating all of Media General’s daily papers on a single ad platform will yield economic and operational benefits, Beirne said.

 “It supports Media General’s convergence strategy and strengthens our cross-sales and up-sales capabilities,” he said. “We are also enthusiastic about the opportunities for enhanced customer service.”

In particular, Beirne said he believes Mactive’s apps will streamline Media General’s sales processes, reduce scheduling errors, improve operational efficiencies and help boost customer service.

“We feel that Mactive will provide the best solution for us to achieve our strategic goals of clustering and convergence,” he said.

“This is a tremendous honor for Mactive and we are excited to be the selected vendor for Media General,” said Scott Roessler, Mactive’s chief executive officer.

Media General owns and operates the Tampa Tribune, the Richmond (Va.) Times-Dispatch, the Winston-Salem (N.C.) Journal and 22 other daily newspapers in five southern states.