Magazine article Editor & Publisher

Connecting Big Advertisers with Local Papers: M/Buy Aims to Ease the Difficulty of Multiple Newspaper Buys

Magazine article Editor & Publisher

Connecting Big Advertisers with Local Papers: M/Buy Aims to Ease the Difficulty of Multiple Newspaper Buys

Article excerpt

FOR ALL THEIR EFFORTS TO CREATE one-order/one-bill networks over the decades, newspapers have yet to shake the perception among big agencies that buying newspaper ads across multiple markets is a hassle. Ad buyers gravitate to the most efficient buys, and newspaper too often is looked on as a fragmented medium that requires just too much work.

That perception has only worsened due to the ease of buying digital advertising. "It's very easy to do, you get some nice analytics, here's what was delivered, here's the click-through rate, here's the cost of acquisition," says John Bauschard, COO of ad agency systems provider MediaBank. "The problem with print is it's just not as clear. How do you use the same metrics, even though they're not exactly the same, to get available inventory to those folks at the right time?"

MediaBank thinks the answer is replicating for newspapers the advertising management software--the so-called demand side platform (DSP)--that big ad agencies use to buy broadcast and digital. M|Buy DSP is a central console for the buying and selling of local advertising inventory. In its first phase, it allows national advertisers to order buys on local newspaper and out-of-home advertising, and see on one screen the different daily, weekly, ethnic, alternative and niche newspapers available, together with demographic data from the U.S. Census, readership and circulation data, rates and interactive maps.

"M|Buy DSP enables local media vendors to easily share inventory with the biggest-budgeted national players, and it gives national media planners a full, targeted view of nationwide local media inventory," Bauschard says. …

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