There’s no doubt about it. The way we consume news and entertainment has radically changed over the past decade, creating both challenges and opportunities for media companies of all shapes and sizes.
According to Wilf Maunoir, Marketing & Research Director at Metro US, a free daily newspaper published in New York, Boston, and Philadelphia, the structure of the advertising market has changed dramatically, “not so much with the expansion of the Internet, but more really with the introduction of smartphones.”
Pew Research indicates that 77 percent of Americans now own smartphones and with Wi-Fi readily accessible in a vast majority of public spaces, more people are consuming their news on the go and have more options to do so than ever before.
The evolution of news consumption encouraged Metro US to transform from a newspaper business into a media company with a diverse range of print, outdoor, and digital products.
These expansion initiatives have paid off in a big way since launching the paper in the US in 2000.
Today, Metro US is the 4th largest printed newspaper by circulation and reach with over 4.5 million readers in print and online.
Metro.us, the company’s news site, has skyrocketed to 2.0 million monthly unique visitors, and advertisers are increasingly taking advantage of the company’s growing range of cross-channel advertising opportunities including print, online, native, content, email marketing and sweepstakes.
Expansion in the midst of an environment where advertising revenues are challenging to grow have pushed the company to, “keep improving efficiencies across the organization, to work smarter, and to do more with fewer resources,” says Maunoir.
A key element of the company’s transformation and ability to increase its efficiency has been the implementation of Adpoint, an advertising sales solution from Lineup Systems that manages every aspect of the advertising sales process – from lead generation to cash collections. Maunoir states that, “Metro pilots its entire commercial business with Adpoint.”
The system serves as the backbone of its commercial operations, enabling the company to manage its advertising booking, approval, invoicing, and reporting across all of its channels with one system.
Adpoint in Action
Outside of the US, Metro is published in more than 100 major cities across Europe, North & South America, and Asia.
The company originally began using Adpoint in 2005 when Lineup’s founder and CEO Michael Mendoza developed Adpoint to manage Metro’s European operations, and since that time, they’ve been able to keep a step ahead of the market by expanding system use and upgrading the system on an average of two times a year. Maunoir feels that Adpoint has continued to evolve with Metro as its business has grown and changed.
“Issues that once challenged the company five years ago are no longer problems, as the solution has evolved with both the company and the industry,” enabling Metro to successfully navigate the bumpy business of media advertising sales.
“Lineup has been a true partner in the development of our business,” said Yggers Mortensen, CEO, Metro US. “They are constantly innovating Adpoint to meet our business needs allowing us to expand our revenue streams by selling new experiences to our customers.” New channels include email marketing and content services; metroX, a digital audience extension program that gives advertisers access to advanced targeting and programmatic capabilities; and Club Metro US, an online source for the best sweepstakes in New York, Boston, and Philadelphia.