Racing Post has an existing classified database containing circa 11,000 individual customer records. Previously the details of this database were only produced annually in a printed publication however the objective going forward was to publish this information via a listings directory accessible on-line or via mobile platforms.
Additionally, Racing Post wanted the capability for existing advertisers to enhance their listing and for new advertisers to create their own ads for the very first time. The new system also needed to support advertising packages for both print and online.
Following the vendor selection process, Wave2 Media Solutions was selected as the business partner of choice. The solution, RACING POST CONNECT combines AdPortal3 (self-service advertising), MarketPlace (online classified listings directory) and the Wave2 Publishing Platform.
Wave2’s new generation AdPortal3 was launched in November 2012. An evolution of AdPortal2, it introduces new “front end” architecture to allow a new level of versatile and configurable user journeys and presentation together with support for both web and mobile access.
MarketPlace is an out-of-the-box solution which can be configured to support multiple categories of advertisement including private sales, business services, commercial vehicle hire, hotels, restaurants as well as many others. The product can also support a full range of ads, including listings, lineage, semi-display, and video content.
Wave2 Sales Director, Andrew Haggarty, commented: “This contract is significant as it strengthens our position as a leading solutions provider to the UK newspaper industry and we are therefore delighted to have been working with Racing Post on this innovative project.
Racing Post are a forward thinking organisation and their decision to adopt a completely automated self-service model for on-line and print advertising is an indication of this. The approach of Racing Post is further evidence that the future of newspaper and magazine advertising is to embrace a true cross media policy. By enabling advertisers to easily build and deliver advertisements for publication in both online and print formats RACING POST CONNECT can offer a wide ranging service at minimal cost.”
Mark Whittaker of Racing Post added “We took a long look at the various options available to us before deciding to proceed with Wave2. We were impressed by the strategic and long term view that Wave2 have adopted when designing their products. In this rapidly evolving world of publishing, we need to ensure that the solutions in which we invest will be flexible and capable of supporting our own strategic needs.”
About Wave2
Wave2 says: “Wave2 Media Solutions was formed in early 2004 specifically to develop a range of solutions for the automated generation of documents. With an impressive installed base around the world, Wave2’s mission is to provide tools that will enable publishers and content providers to both save costs and to generate new revenue. Wave2’s product range includes solutions for Self Service Advertising, Production Automation, Sales Visuals Creation, Automatic Page Assembly and Personalised Publishing.”
