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Canwest goes live on Atex Advertising System

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Canwest, Canada’s leading international media company reaching 4.6 million readers through its print publications and 100 percent of English speaking Canadians via its broadcast channels, has gone live with the Atex advertising system at the Calgary Herald. Canwest chose Atex to manage the Calgary Herald’s advertising accounts, bookings, and contract management functions, allowing the ad sales and marketing staff to create more flexible packages and cross sell advertising across different titles.

The Herald is the second Canwest newspaper to implement the Atex advertising system, following the Vancouver Sun’s go-live last year. Previously, the publications used disparate advertising systems, which made it difficult to efficiently manage operations. The Atex system provides a single database for both newspapers, helping to standardize the advertising workflow for booking, billing, and placing ads.

 “Having these publications on the same advertising system not only allows us to streamline business operations but also give us more flexibility with the advertising packages we can now create,” said Michael Rutigliano, Canwest Vice President of Classified. “Before, it was difficult to sell ads that ran in more than one publication. Now, that same process can be done almost automatically, leaving less administrative work for our sales people and the potential to reach a larger audience for our advertising customers.”

The Calgary Herald project was completed in less than seven months. Currently, the newspaper has implemented selected classifications and will gradually transition the remaining classifications to the Atex system over the coming days.

“We are proud to roll-out this partnership with such an important and influential media company as Canwest,” said Malcolm McGrory, Atex Senior Vice President of North American Sales. “Streamlining workflows and generating new revenue by selling advertising across different properties are important business drivers for any media company and we are excited Canwest has chosen Atex Advertising to help it with these endeavors.”

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