Trinity Mirror will this week become the first
UK publisher to offer e-vouchering throughout its portfolio of regional
newspapers.
The UK's largest newspaper publisher is using Thomson
Intermedia's 'Vouching' solution across its 240-plus regional titles.
'E-vouchering' or 'online verification' provides electronic
proof of advertising, and is supported by the major planning and buying
agencies.
Traditionally advertising customers were sent hard-copy vouchers
by publishers. E-vouchering enables users to see when advertising ran and to
view exactly how and where it appeared in the paper. It also is more efficient
in terms of time, cost and storage.
Trinity Mirror was the first UK regional publisher to trial
online verification, and will next week become the first to offer its
advertising clients it across its entire (regional) portfolio.
Gary McNish, Managing Director of Amra, said: "We pride
ourselves on being at the forefront of developments in the regional press, and
the introduction of e-vouchering across our portfolio is another example of
that.
"It's a significant investment in improving our service and
making life easier for clients and agencies."
John Prentice, Regional Media Director at PHD Media, said: "The
Thomson Intermedia system puts regional press at the forefront of technology and
innovation.
"The system will be of huge benefit to regional press by
improving the accountability of the medium, whilst reducing the administration
time and effort required."
Paul Kemp, Director of Thomson Intermedia's Press Division,
said: "We are delighted that Trinity Mirror have been able to roll out our
system across all their titles and we commend them on the speed in which they
have gone live at all their operating centres.
"This is the start of a change initiative within the industry
and an exciting development for their business. Agencies are looking forward to
replacing the old-fashioned method of vouching with this new electronic offering
and I believe their customers will quickly see the difference, while the supply
chain overall will be able to realise both quantitative and qualitative
benefits."
