West Australian Newspapers has signed with systems developer DTI to streamline its circulation, distribution and business operations.

Circulation and distribution general manager Rob Billington (pictured) says the end-to-end system will replace a number of home-grown solutions and provide considerable functional and operational improvements.

The largest newspaper publisher in WA and now a member of the Seven West Media group, the company will use DTI Circulation’s daily data-capture solution to increase the depth of subscriber information. On the marketing side, it will help drive purchase frequency and migrate single-copy sales to home delivery subscriptions via a centralised database, reporting tools and marketing channels.

"We needed to better understand our subscribers and deliver greater value to our network using a solid circulation system that we could work directly with them,” says Billington.

Analysis and reporting capabilities of DTI Circulation will also help with strategic planning of future ventures.

DTI Asia Pacific managing director David Page says DTI Circulation will give WAN new marketing tools to increase revenues and to attract and retain subscribers: “Marketing plays a key role in supporting their strategic objectives, and this will offer WAN a highly personalised direct marketing platform to achieve their goal of knowing and understanding their audience."

The signing completes a round of major Australian daily newspapers using the DTI circulation product.