Opubco Communications Group, publisher of The (Oklahoma City) Oklahoman, tapped Bluefin Partners LLP for software to underpin its self-service advertising.

The publisher is rolling out Bluefin CMP, which includes Bluefin Place Ad, allowing advertisers to place classified ads in multiple print and online publications, and to post their ads to affiliated Web portals.

Opubco plans to eventually integrate the online ad-taking process with its SAP advertising software, and to add Bluefin Place Ad For Display, which allows advertisers to create, deliver, and manage display advertising for contract and private party clients.

“For a long time, we have been looking for a self-service solution so our advertisers can place ads via the Web for both print and enhanced online ads,” said Tom Hite, Opubco’s vice president of classified and interactive advertising. “(Bluefin’s) offering will help us grow our advertising business, reduce operating costs, while providing our advertisers with a great user experience.”