Digital Ad Portal Proves Effective for St. Joseph Media
INBOX: How can publishers better take advantage of all the capabilities of digital ad portals going forward?
GARLAND: If there's a utopia that publishers want to work towards, it's truly moving to a fully digital flow of information, starting with the insertion order from advertising agencies to place that ad in a digital format to having everything flow in to the publisher in a digital format. It's a huge opportunity to capitalize on the benefits of what a digital work flow can do, and certainly an ad portal is a huge part of that.
One of the things we believe agencies want is a one-stop shop, rather than having scads of FTP sites or multiple ad portals which they have to keep track of depending on publications. Truly give them a one-stop shop, a place where they can upload one file and have that distributed across multiple titles across multiple publishers. That, too, has got an advantage of ease of use for the magazine medium.
LATREILLE: Everybody's concerned when you change something for advertisers. But I remember when I was presenting our business case, presenting a chart that showed people the number of FTP sites, passwords and URLs that we have active here at St. Joseph Media. We had no less than 30 active FTP addresses for delivery of advertising material. And we're certainly not the biggest publisher. I can just imagine how many delivery addresses than an agency or any advertiser would have to keep track of. A one-stop shop has to be easier.