Bonnier Corp. Updates Magazine Sales Process with Adpoint CRM
Sarah Hartland | News | 14th November 2019
Publishing group moves sales operations for 25 magazine titles exclusively to Adpoint CRM. BROOMFIELD, Colo. – Lineup Systems today announced that Bonnier Corp., already live with Lineup’s cloud-based advertising sales platform Adpoint, has chosen to move their sales operations fully to Adpoint CRM.
Bonnier Corp. is one of the largest special-interest publishing groups in America, with more than 25 multichannel brands extending into all platforms including magazines, digital media, events, and product licensing. Bonnier Corp.’s brands include Popular Science, Saveur, Field & Stream, Yachting, Flying, Salt Water Sportsman, Cycle World, Working Mother, and Outdoor Life. Bonnier Corp. is owned by Swedish-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.
Adpoint is an advertising sales system that has already integrated Bonnier’s print, digital, and events advertising sales process onto one platform, allowing them to manage everything from lead generation to payment collections. Since going live in January 2019, Bonnier has used the system to book thousands of orders while eliminating time consuming administrative tasks.
According to Shawn Macey, Bonnier’s VP of Enterprise Solutions, the company had been looking for a solution like Adpoint for the better part of three years. Bonnier initially tried to implement a different order management system but decided to change directions when it clashed with existing processes and essential software platforms. In contrast, said Macey, “Adpoint was very similar to what we had been doing in our own financial system, which was a proprietary system that we’d built in house. We really hadn’t seen a system on the market that did some of the things our proprietary system did.”
Happy with their Adpoint configuration to date, Bonnier has decided to embrace the full capabilities of Adpoint CRM – despite initially planning to integrate with another third–party customer relationship management software provider.
“Having a tool that’s highly configurable, somewhat complex, yet simple enough for our salespeople, was key – and we struggled to find these qualities in the platform we were using,” Macey said. “After showing the team at Lineup how we worked internally, the product team were able to take this information away, then put together a demo of Adpoint CRM to show us specifically how it might be able to replicate some of our processes. We realized there were tools in Adpoint that could do exactly what we needed them to do. We asked ourselves why we were trying to reinvent something that already exists within Adpoint.”
Macey added that Bonnier Corp. hopes to explore additional Lineup products, such as Pay4media, to get even more out of their Adpoint configuration and gain further efficiencies.
“We love that the team at Bonnier challenged us to show them how Adpoint would enhance their sales process,” said Dawn Briddon, Director of Product & Marketing at Lineup Systems. “Specific use cases allow us to provide customized demonstrations, and often reveal that there’s a cheaper and more effective way to accomplish a critical task.”
About Bonnier Corporation:
Bonnier Corp. has been reaching audiences since the first issue of Popular Science was released in 1872. Now, the company is one of the largest special-interest publishing groups in America, with more than 30 multichannel brands extending into all platforms including magazines, digital media, events, and product licensing. Bonnier Corp. is owned by Swedish-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.
Key Solution Requirements:
- Replicate key functionalities of other systems that had been previously adopted within the business
- Easy digital integration across systems such as DFP
- End-to-end media sales solution to be used across the entire sales process to streamline and optimize performance
About Lineup Systems:
Lineup Systems is the leading provider of media sales technology and our cloud-based system, Adpoint, is the industry’s #1 media sales solution. Our customers include top media groups such as Gannett, New York Times, Hearst, Metro Media, Torstar, Metroland, Block Communications, and many more. Read how these and other media groups are revolutionizing their advertising sales at Lineup.com.