Gannett-owned Newsquest – the UK’s second-largest regional publisher – has started rollout of a 1500-seat Miles 33 advertising system.

The ‘next generation’ advertising sales, workflow, audience analysis and CRM platform based on new Gemstone products coupled with the SAM online customer self-service portal module.

The technologies provide a private cloud-based solution to handle advertising media sales for all Newsquest’s newspapers, magazines and digital media outlets. Consolidation of technology means the whole sales and customer management process can be addressed, regardless of ad type or media channel.

It replaces several current systems and introduces new functionality such as audience analysis, integrated CRM, inventory management, automated workflows and online ad portals for agencies and private advertisers.

Gemstone delivers new efficiencies such as the ability to report consolidated revenue across all adtypes and channels, bringing deeper insights into sales campaigns. A single booking function facilitates cross selling and bundling of ad content. Built-in audience analysis will help Newsquest understand and leverage audience behaviour to attract and retain advertising customers.

Other tools include integrated ‘lead and opportunity management’ and ‘sales forecasting’ modules. An iPad-based sales app will allow sales reps to interactively book ad content while on-premise at their client.

Miles 33 chief executive Michael Moore says his company has developed the new solution ‘from the ground up’ as part of heavy investment in research and development over the past 36 months. “I believe Newsquest will lead the way for Miles 33 to grow from strength to strength as Gemstone takes a grip of the market,” he says.