Integrated text mining and search engine optimisation will help make content easier to find via outlets like Google and Yahoo, generating more clicks and keeping readers on its websites longer. The text mining facilities enable targeted content to be served to readers, based on their interests and past viewing history. This increases the likelihood readers will remain on site to view related photos or articles.

Atex chief executive Rorey Rogers says Polopoly will allow New Straits Times Press (Malaysia) to launch new web products with limited technical involvement. “This will enable them to use microsites to offer additional advertising, while providing more coverage on popular topics,” he says. “As a result, Polopoly gives NSTP functionality to monetize more of its web content.”

NSTP has been using the Atex’s advertising system for classified and display booking and an audience development system for its circulation workflow for many years.

“With Polopoly Web CMS, they will improve their internet-based online services to its customers and advertisers as well as take another step closer to achieving a fully integrated media system,” says Rogers.