When the Economist was looking for a solution to handle all their advertising material they came to F E Burman Ltd. The Economist soon appreciated that F E Burman’s Ad-handler was the best solution to meet their needs

Challenge

• One stop shop for advertisers supplying material to the Economist newspaper
• Advertisers need to supply material for print and digital edition of publications including ipad and iphone
• Despite the complexity of multiple products and global advertising regions submission of material needed to be easy
• All content needed to be verified
• Users attempting to supply files for multiple insertions needed to be able to do it in one pass
• The system needed to work without the installations of software or use technology other than standard web browsers
• The system needed to handle the scenario where different adverts could be supplied for different regions along with multiple insertions

Solution

F E Burman’s decades of experience creating and handling advertising material for international publishers was used to develop a solution for the Economist that enabled the management of advertising material for this very distinguished time sensitive global publication. Applying the principles of process automation and business intelligence produced further benefits.

Benefits

• Reduced costs

  Ad-handler allows files to be sent in by the advertisers directly into the production stream at the Economist, minimising the amount of hours spent by the ad production team. As Ad-handler uses the latest in automated job ticketing the files themselves have the insertion information embedded. This allows the correct file to be inserted in the correct section of the magazine in the correct region and issue automatically significantly removing the possibility of error in a complicated workflow.

• Reduced risk

  Advertisers are made aware of any problems with files and are given the opportunity to fix them before resubmitting them, therefore significantly reducing the possibility of errors. Only files that conform to the specifications are let through, minimising the risk or error.

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