Magazine article Editor & Publisher

Ad-Building, Reverse-Publishing from BrandMuscle

Magazine article Editor & Publisher

Ad-Building, Reverse-Publishing from BrandMuscle

Article excerpt

Eight years after it was founded, BrandMuscle Inc. was back for its second Nexpo. Last year, the Beachwood, Ohio, company exhibited with Sansui Software (E&P, April 7, 2003). On Jan. 1, however, it took over Sansui's U.S. operations, and earlier this month it appeared in Washington, D.C., at its own Nexpo booth, where it promoted its self-service ad-building and insertion solutions and its reverse-publishing technology.

The latter have been used for about a year at The star-Ledger, Newark, N.J., to create its Auto Finder and Home Finder tabloid sections. Auto Finder pulls data from NJ.com using XML of the existing data on the Web site. Home Finder relies on Multiple Listings Service data on the Web site.

Ad-building solutions (Creative, Work and Media Centers) rely on Adobe Flex technology, an open-source framework for crating Web-based applications across all browsers and operating systems. BrandMuscle Business Solutions Manager Kumba Alafi said he believes his company is the only one using the technology for online creation and submission of ads.

"We feel that using Adobe Flex gives us a little bit of a leg up in comparison with others out there," Business Development Manager Nick Thompson remarked.

BrandMuscle can skin its ad-building product's interface to resemble a newspaper's Web site. When a user chooses a category and sub-category, templates are made available for the type of ad and various advertising packages are presented, as are several ways to compare them. …

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