Dover Post Finds Success with online Ad Proofing.

September 28, 2010

Article by: Presteligence Inc.

Dover Post Newspaper Publications has digitized advertising proofs and tearsheets using Adinfinitum Advertising Portal and eliminated the hard copy versions for all advertisers.
Comprised of 12 weekly publications throughout Delaware sales reps worked to get their advertisers aligned with the Adinfinitum Website. In order to gain their projected ROI they needed to eliminate the cost and time of mailing proofs and tearsheets within 30 days of launching the service. They ran ROP ads in each weekly mailed postcards to all advertising clients and promoted the system in each sales call in order to get clients signed up with Adinfinitum. Advertisers were accustomed to receiving a hard copy proof (sometimes hand delivered) and hard copy tearsheets enclosed in their advertising statements. "Changing procedures of staff and advertisers is never an easy accomplishment " says Josh Trust General Sales Manager at Dover Post who headed the project. "We quickly converted clients and we now have over 1000 advertisers signed up in Adinfinitum."

Both the advertisers and sales staff utilize the system as much as the other. Both upload files review proofs and approve ads. Advertisers are utilizing the feature that allows them to submit camera ready ads to the site. Sales reps can approve and annotate their clients’ ads without having to print it.

When sales reps login they can narrow their search of proofs by their sales ID run date deadline publication and status level. This gives them a bird’s eye view of the status of their clients’ ads.

Brian Dawson in the Creative Services Department has seen an increase in efficiency as a result of the site. "Implementing the online proofing process by Adinfinitum has helped to streamline our entire workflow. In addition to providing current status information and history the email links can be utilized to track each ad at any point in the day with just a few clicks of the mouse. I can tell when I received the ad and who I assigned to."