Magazine article Editor & Publisher

James Kober: Director of Advertising Operations, Newsday Media Group

Magazine article Editor & Publisher

James Kober: Director of Advertising Operations, Newsday Media Group

Article excerpt

Newsday uses a Digital Asset Management system called Cumulus to assist its advertising sales group. How does the system help and how have the roles of salespersons evolved?

E&P: Can you tell us a little bit about how the Cumulus system was chosen, what it brings to the table in terms of your advertising operations, and ultimately how it helps Newsday better serve its advertising customers?

JK: Cumulus helps Newsday Media Group in several ways:

It's a central repository for all creative and advertising assets. Cumulus was rolled out in July of 2007 and within the first six months, the organization of our digital assets improved dramatically, making it possible to find an asset in a matter of seconds.

Because we never delete assets from Cumulus, our advertising team can show past ads to their customers, which has really impressed our customers and given our reps a competitive edge.

Previously, if an artist finished an ad in the morning, the sales rep may not have a chance to see the ad until they returned to the office in the afternoon. Now, they receive an alert on their iPad and can see the ad as soon as it's complete. We call this "realtime digital proofing" and it's been a tremendous help.

E&P: What kind of feedback have you received from your advertisers about this solution to ad management and communications?

JK: The feedback has been incredibly positive. Everyone--all parties involved--get their ads faster and in real-time.

E&P: It's safe to say that the skill set of today's newspaper ad salesperson is far more expansive than even 10 years ago, based on the changing market place, technology, platform and distribution models. …

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