Small Market Daily Newspaper Advertising Sales and Production

INCREASE AD THROUGHPUT, QUALITY AND SERVICE while reducing ad errors and Advertiser adjustments to revenue

Project Focus

• Designed and implemented a reorganized Advertising Sales and Production Organization
• Improve customer service, quality, operating effectiveness and increase advertising revenue
• Through decreased revenue adjustments

Financial Benefits

• 41% reduction in number of credit adjustments
• 14% reduction in dollars per credit adjustment
• 74% reduction in proof turnaround time
• 10% to 15% increase in time for Sales Representatives to sell
• 50% improvement in settlement of customer complaints and credit adjustments
• 72% reduction in ad processing forms

Key Changes and Operational Benefits

• Developed Customer Service standards for improved quality and service
• Implemented a redesigned organization structure, consolidating functions and departments
• Implemented a Control Point Team – eliminating multiple entry points into production
• Implemented an ad tracking process to locate, track and status ads
• Implemented staffing and scheduling based on objective measurements
• Implemented key indicator reporting and daily performance review meetings
• Implemented a cross departmental SWAT team that focused on operating barriers
• Implemented and trained Sales Representatives on correct ad layout processes and procedures

Print Friendly