Magazine article Editor & Publisher

Collier-Jackson Tests Database Marketing Software

Magazine article Editor & Publisher

Collier-Jackson Tests Database Marketing Software

Article excerpt

COLLIER-JACKSON WENT to New Orleans promoting a new product well timed for the Newspaper Association of America's first combined technology and marketing conferences.

The new database marketing software is the latest in the Tampa-based Compuserve unit's World Class Series of products -- primarily newspaper business systems ranging from payroll to newsprint inventory.

According to C-J newspaper systems product marketing manager Gary A. Schoessow, the new product was to have had a pilot installation last month, with other test sites to follow.

Database marketing enables organizations to access and exploit data from their own operations and from outside sources to learn more about customers and prospective customers, individually, by community and region, to analyze markets and trends, and to track sales or site sales outlets.

It can help newspapers better serve existing advertisers and identify new ones; drive direct marketing by targeting likely customers and helping to create new products that complement ROP ads; turn a wealth of local geographic, demographic, lifestyle and business information into market information useful to newspapers and their customers.

Schoessow said a simple example is the linking of the new C-J software's demographic and geographic capabilities, which enables users to find the number of persons within a given area or identify an area that encompasses a specified number of persons.

As consumers, for example, those persons could be grouped by any number of attributes recorded in a database (age, subscriptions, credit card use, car ownership, etc.).

Using the Sybase SQL relational database, the software runs on RISC-based IBM RS/6000, Hewlett-Packard UX 9000 and Sun Microsystems midrange machines. …

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