System Yields Auto Ad Bonus: Capturing Ad Data Source Allows New Product, Bigger Ad Schedule

By Garneau, George | Editor & Publisher, July 19, 1997 | Go to article overview

System Yields Auto Ad Bonus: Capturing Ad Data Source Allows New Product, Bigger Ad Schedule


Garneau, George, Editor & Publisher


Capturing ad data at the source allows new product, bigger ad schedule

The cincinnati Enquirer parlayed a system from Gannett Media Technologies Inc. into a deal to create a twice-monthly tabloid section that helped generate $450,000 a year in extra used-car advertising from a dealer association.

Tom Smith, manager of classified auto advertising, said the tabloid section was made possible by GMTI's new Celebro auto advertising system, which is being phased in and will store dealer inventory information as the base for creating the sections.

The tabloid section was responsible for the Kenwood Dealer Group, 10 dealerships under one owner, increasing its budget about $900,000 over two years, Smith said.

The dealer group -- whose nearly $3 million a year in ads makes it the paper's largest auto advertiser, big enough to justify a full-time Enquirer ad production staffer on site -- opted to sponsor the Auto Choice used-car section as part of a contract renegotiation, at the same time GMTI's Celebro auto system was in development with the Enquirer as a test site. The newspaper and GMTI are owned by Gannett Co.

The 24-page section debuted June 20 with process color on 12 pages, scores of car photos, and coupons.

The Celebro system is designed to provide newspapers with access to the inventories of major advertisers for the purpose of automating ad production -- and generating ad revenue by making new products possible. The auto system was an extension of the paper's success with GMTI's system for real estate agencies, Smith said.

Celebro also allows the newspaper to post used car listings on the World Wide Web, where the newspaper and dealer association have a relationship that generates little revenue for the paper now, Smith said.

"The thought is to take the photos in the book and put them online," he said. "That will probably be one of our next steps."

But implementing the auto system is a "step-by-step process" still in its early stages, Smith said.

For the first section, the newspaper's production department used information from dealer inventory systems, which mainly generate window price stickers. But plans call for GMTI's Celebro software to be installed at the dealerships for the next section. Dealers will enter car data into it, and it will generate window stickers and ad copy, Smith said.

For the pictures, snapshots now taken by dealers and scanned into the newspaper production system, stock numbers accompanying photos are matched with inventory numbers received with the copy for each car. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

System Yields Auto Ad Bonus: Capturing Ad Data Source Allows New Product, Bigger Ad Schedule
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.