Castle Rock, CO, December 13, 2012– The Times Publishing Company, publishers of the Erie Times-News, has engaged Leap Media Solutions (LMS) to develop and administer a data-driven, end-to-end audience management system designed specifically for newsmedia companies. The Times-News joins a growing list of publishers as members of the LMS coalition, leveraging the concept of Shared Resource Management to achieve unmatched operational efficiencies and newfound marketing performance through industry best practices.
Shared Resource Management is simply a model whereby investments in resources – whether technology or human – can be shared by multiple business entities. Tom Ratkovich, managing partner for LMS, elaborates:
“Much of the investment in new technologies and related expertise that are driving transformation at major media conglomerates is beyond the financial capacity of less capitalized firms. The shared services model – in which these investments are allocated across multiple cooperative companies – represents an effective approach to addressing this challenge.”
LMS manages a comprehensive database/campaign management solution for coalition partners. That solution – MAAX™ – supports targeted, multichannel campaigns for audience and new revenue development. In addition to the shared investment in marketing infrastructure, the Erie Times-News will also benefit from the coalition’s shared cost approach for email and direct mail marketing executions, call center management, third-party data licenses and, most importantly, the human resource and expertise to deliver turnkey executions of proven industry best practices.
“The LMS shared services approach enables our company to achieve a level of end-to-end marketing sophistication that is technologically unachievable for independent media enterprises such as ours,” says CTO Rich Forsgren. “The benefits to us are dramatically improved marketing performance via the turn-key/best practices approach, while significantly reducing our costs of operation. It’s a no-brainer.”
Leap Media Solutions is a partnership of Leap Media Partners, LLC – owners of the Aurora (CO) Media Group – and The Day Publishing Company (New London, CT). LMS has introduced the concept of Shared Resource Management to the newsmedia. LMS believes this is a major development in tilting the competitive balance to local media companies that are intimate with their communities – and can now further benefit from that intimacy by delivering greater relevance, convenience and value through multiple online and offline platforms.
For more information, please contact Tom Ratkovich at tom.ratkovich@leapmediapartners.com or 303.886.0202.
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