ORLANDO, Fla. — Atex used Nexpo as an opportunity to outline some of its integration strategy following its recent acquisitions of Mactive and Unisys.

Atex will integrate with Mactive products on the advertising side, and with Unisys for editorial.

The vendor introduced AdBaseE Enterprise edition, an online ad booking and customer self-service program, which allows advertisers to place, price, preview, proof and pay for their own classified and display ads from a Web browser. AdBaseE Enterprise Edition marks the first in a series of integrations of Atex and Mactive technologies, Atex said.

Atex also introduced Hermes 11 with a new content model, the Media Desktop, as the single search and access tool and Media Planner for newsroom planning, assignments and budgeting.

John Hawkins, Atex’s chief executive officer, said some key themes in the industry going forward will include helping newspapers make the shift into media organizations, in the process capturing the younger audience, and reclaiming and exploiting online revenue to compete with Craigslist.

To that end, Atex partnered with Ektron Inc. to offer its CMS400.NET software. The app, currently used by more than 20,000 Web sites worldwide, enables citizen journalism and Web publishing to facilitate participation in the hyper-local media experience, Atex said.

Atex and Tansa Systems AS, meantime, renewed their partnership through which Atex will now distribute the Tansa Text Proofing System as an add-on to the its editorial content management app. Atex said it will sell, install and provide first-line customer support services for the Tansa software at Atex customer sites.

Atex also announced that Dagens Naeringsliv, a financial newspaper in Norway with a daily readership of 300,000, selected Mactive to handle all its advertising sales and production.

The Mactive app will manage the paper’s different time zones, different currencies and different languages used by NHST group publications and will support groupwide IT centralization and CRM, Mactive said.

“Selection of the right solution for us has been a long and thorough process,” said Asgeir Sektnan, director of production at Dagens Naeringsliv. “We firmly believe that we’ve made the best choice to serve our media house. Mactive is a modern solution that is constantly evolving. It is important for us to know that we can be a part of the development process and that Mactive will help us take advantage of future technologies and market opportunities.”

Borsen in Copenhagen, Denmark, and Norrkopings Tidningar in Norrkoping, Sweden, also recently tapped Mactive for their operations throughout Scandinavia.