Publishing system delivers cost savings & revenue growth to newspaper groups

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1 MONDAY 5 May Price $FREE (incl GST) AdConstructor s international success Page 2 property feature Page 5 Publishing system delivers cost savings & revenue growth to newspaper groups By Rachael Cann - Editor Group Bucking the trend toward the internet Real estate advertising appears to be bucking the trend toward online advertising. According to PANPA Bulletin figures published in July 2007, 21 per cent of the population are more likely to use a local newspaper to peruse the property section the same percentage as 2001 than the internet (9 per cent). Employment and motoring sections are now more likely to be read online than in a newspaper. (Source: PANPA Bulletin July 2007 Roy Morgan Single Source) Not many designers are familiar with the work of Stefan Williams, which for him is probably a good thing. The CEO of Sydney company Workstream Solutions is the creator of AdConstructor, a pioneering, automated web-based publishing system that is changing the face of publishing across Australasia, the Americas and this year Europe. The online system is used to render more than 50,000 artwork proofs each day the equivalent of 2,550 designers working full-time with 20 clients each. In 2007, just over one million real estate ads were self-created by clients using AdConstructor, says Williams. We estimate an increase to over two million ads in Williams might want to start hiding. Designed to streamline the management of real estate advertising, Ad- Constructor is delivering significant cost savings to newspaper publishers in Australia and around the world. One of our clients has enjoyed a 1 per cent increase in real estate advertising revenue due to a reduction in production costs, which can be linked to the introduction of the AdConstructor system two years ago, says Madeline Weeding, Account Project Manager, Workstream Solutions. Since its creation in 200, the online design solution has been adopted by clients including News Limited, West Australian Newspapers, ACP New Zealand, The Times Leader and Contra Costa Newspapers in the USA. The automated, self-service system improves relationships between newspaper publishers and their real estate advertising clients, by overcoming issues such as time consuming proofing and approvals, inflexible deadlines, printing and copy errors. Contra Costa Newspapers has stated that the elimination of adjustments for ads processed through AdConstructor will save US$60,000 annually. We have virtually removed all credits or make goods and are about to eliminate adjustments of about US$5,000 per month, says John Stoeser, Advertising Operations and Systems Manager, Contra Costa Newspapers. Unlike other web-based systems which only handle the proof and approval side of the design process, AdConstructor controls the complete online production cycle. Real estate advertisers enter through an internet portal to book ads, manage ad placement, and generate their own artwork ready for print. The template structure ensures ads meet branding criteria and automatically colour-correct photos with the ICC profile for each specific publication. Automated pagination allows advertisers to assemble full pages and instantly preview and approve changes, significantly reducing mistakes caused by double-handling during the approval process. Continues on page 2 Turn newspaper ad production into a LEAN, MEAN SPEED MACHINE with adconstructor Ring to support this cause.

2 2 MODERN FUTURIST Monday 5 May GLOBAL AGENDA AdConstructor expands internationally By Melanie Keeble Readers of the Walnut Creek Journal in California and the Wentworth Courier in Sydney have more in common than they realise and we re not talking about their morning latté. Both enjoy the improved design and print quality in their local real estate advertising sections, thanks to the technology behind AdConstructor. Contra Costa Newspapers, the USbased publisher of the Walnut Creek Journal as well as 15 other newspaper titles, introduced AdConstructor in 2006 to address cost management and halftone print issues in its classified advertising departments. Since we implemented the new system, we ve gotten everything we wanted and more, says John Stoeser, Advertising Operations and Systems Manager, Contra Costa Newspapers. AdConstructor is also well-known to the New Zealand real estate property market, where it is used to manage ACP New Zealand s 19 property titles including Property Press. With a weekly readership of 72,000, Property Press is New Zealand s most popular property paper. The decision to implement Ad- Constructor was influenced by our real estate advertising clients, explains Pat Houlihan, General Manager, Property Magazines, ACP New Zealand. We noticed more and more of our clients used it and enjoyed using it, so we made it our platform of choice. Workstream Solutions has experienced three years of strong growth, with system activity growing by 106% between 2006 and The figure of 12,600 users worldwide is set to rise even further when AdConstructor launches into the UK and European markets in May As the company continues on its path of international expansion, its core focus remains the development of its application service offerings th November 06 15,216 pieces of artwork Our research and development spending hit $10 million in 2007, says Stefan Williams, CEO, Workstream Solutions. Workstream Solutions has experienced three years of strong growth, with system activity growing by 106 per cent between 2006 and Systems training forms a large part of the success of AdConstructor, with new real estate advertising clients offered hands-on training sessions prior to the implementation of the solution. As well as clients, training is also carried out for production staff and sales representatives, with AdConstructor support staff on-site during the implementation phase to ensure everyone is comfortable using the system. The level of training directly reflects on the level of success that we have had, says Matt Coffee, Production Assistant, Contra Costa Newspapers. Implementation of the system worked seamlessly with our regular workflow once clients were trained and their initial ads were rolled out. 5-11th March th November 07 2,227 0,72 pieces of artwork pieces of artwork Publishing system delivers cost savings & revenue growth to newspaper groups From page 1 Using the system means we minimise issues with advertisers supplying too much copy or inappropriate quality images, says Dean Sapsford, Manager of Creative Services & Brand Management, Tourism NSW. The system manages that for us. It s a huge time saver. Today, the AdConstructor system houses 52,000 online design templates for more than 750 different One of our clients has enjoyed a 1% increase in real estate advertising revenue due to a reduction in production costs, which can be linked to the introduction of the AdConstructor system two years ago. Madeline Weeding, Account Project Manager, Workstream Solutions real estate agency brands. On average, 2,000 pieces of ad artwork are created each week, and usage of the system is expanding at over 100 per cent per annum. The seasonal, boom-and-bust nature of the real estate industry means an on-demand software solution like AdConstructor is inherently suited to the cycle of real estate advertising. As Williams explains, AdConstructor is a scaleable solution with no upfront costs, which means ad make-up costs stay in-line with ad revenue. Ordinarily, events such as the subprime mortgage crisis in the US would destabilise Contra Costa s real estate advertising revenue stream, says Williams. Thanks to the pay-asyou-go nature of AdConstructor, they don t have the same big overheads when ad revenue falls. On the other hand, when the real estate industry is booming, the infinite scalability of AdConstructor means you don t need to employ extra staff the web-based system can handle unlimited ad volume. For many newspaper publishers using AdConstructor, an increase in the upsell of ad space was an unexpected yet very welcome side effect of the system s easy-to-use web interface. According to Weeding, one newspaper publisher has noticed an increase in upsell from half-page to full-page ads over six months since the system was implemented. The publisher attributes the increase to the fact that AdConstructor lets advertisers create their own mock-ups and make adjustments, she explains. Taking control of the design and layout process inspires advertisers to buy more space, because the system is fast and user-friendly. Newspaper publishers are not the only ones to reap the benefits of Ad- Constructor. Advertisers enjoy using the system, too, because it reduces the lead-time between booking deadlines and artwork creation from an average of three days, down to the final hour before the press deadline. Williams says advertisers also appreciate the automated control over photographic reproduction, with pre-coded formatting rules and templates that ensure photographs are reproduced in the best possible quality. This reassures advertisers, because they have direct control over the presentation of their brand, as well as greater branding consistency, he says.

3 MODERN FUTURIST Monday 5 May BUSINESS REPORT ACP Media Property Magazines streamlines production Overview ACP Media Property Magazines division is New Zealand s leading property publisher. With a national weekly readership of over 700,000, the division publishes a range of titles including Property Press, Real Estate Orange Book and Property Extra magazine. The 14 staff members of the Property Magazines division produce up to 2,000 pages a week, and the yearly print run averages 5 million pages. All production and print processes are outsourced to a variety of pre-press solution providers. The Challenge Like most newspaper and magazine publishers around the world, ACP Media faces a rapidly changing media environment. The company constantly searches for new ways to streamline production processes in order to improve services to advertising clients. In 2005, Pat Houlihan, General Manager of ACP Media s Property Magazines division, noticed several clients used WDA the parent company of Workstream Solutions to create and deliver advertising pages. Those clients included Bayleys, and Barfoot & Thompson Ltd, New Zealand s largest privately owned real estate agency. These are real estate agents with exacting standards, and it was clear WDA was able to meet those requirements using AdConstructor, says Houlihan. For ACP Media, confirmation of The most important benefit of AdConstructor is that it suits our advertising clients requirements. It s a seamless way for them to provide us with their advertising material. Pat Houlihan, General Manager, Property Magazines, ACP New Zealand AdConstructor s ability to streamline creation and delivery of advertising came in 2006, when Barfoot & Thompson Ltd implemented the solution during its peak advertising season. The changeover went without a hitch, says Houlihan. Despite AdConstructor being the solution of choice for many of its clients, ACP Media had to be sure that any new solution was able to meet its demanding print run schedule. Several different solutions from different providers were considered. We had to be satisfied that any system we implemented would not compromise our high print run and the need for tight turnaround deadlines, says Houlihan. The Solution AdConstructor proved itself to be capable of delivering smarter business process and artwork tracking than competing solutions. We went through a long period of discussion with Workstream Solutions and quite quickly became sure that they d be able to deliver, says Houlihan. In 2006, ACP Media formed a business partnership with Workstream Solutions, and chose AdConstructor to service its real estate advertising clients. The solution is marketed to clients under the brand name PressAds, The Implementation During the implementation process, Workstream Solutions provided training for all advertising clients of the Property Magazine division. Workstream Solutions is one of the most professional companies I ve had the pleasure of dealing with, says Houlihan. The training was very thorough, and every facet of the AdConstructor program was covered in detail. ACP Media Property Magazines division has an AdConstructor representative on staff who is involved in the rollout of the system to all clients. As Jori Scobie, ACP Media Client Manager at Workstream Solutions explains, the representative visits each client regularly. Having an AdConstructor representative on staff means ACP Media is Publisher Benefits Exclusivity of use Lower production costs Improved deadline enforcement Scalable to an unlimited number of clients or publications Smarter business process and artwork tracking Automated control over photographic reproduction Client Benefits Instant artwork on-demand Stronger control of brand presentation and consistency Reduction in errors caused by double-handling of artwork Improved media management maintaining relationships with its advertising clients without having to employ lots of staff, she explains. The solution does all the work itself, and the rep is the face of the solution. The Benefits Scobie adds that publishers such as ACP Media benefit from the ease of use of AdConstructor over design programs such as Adobe InDesign or QuarkXpress. Traditionally, advertising clients trained to use design packages to build their own ads are given a rebate from the publisher. If the client is a big advertiser, the rebate often covers the cost of the advertising client s staff member who puts the ads together. This system can work well, but if that person is also creating ads for non-acp newspapers, it means ACP Media is covering the cost of its client to advertise in competitor publications. By moving the clients to AdConstructor, publishers benefit because clients are using a web-based solution that only manages its publications, explains Scobie. Clients also benefit because it is easier to train a staff member to use AdConstructor than a full-blown design package. Once trained on AdConstructor, clients of ACP Media Property Magazine division reap the benefits of an easy to use web interface. It s a simple, seamless way for them to provide us with their advertising material, says Houlihan. It creates certainty and accuracy in publishing. Also, the print quality is very good, which is the direct result of good pre-press services built into AdConstructor.

4 MODERN FUTURIST Monday 5 May TECHNOLOGY FEATURE How AdConstructor works As large publishing companies face the challenge of shifting from traditional news reporting methods toward a mix of online multi-platform content, a similar shift from traditional production methods is occurring behind the scenes. Many publishers are embracing the software-as-a-service (SaaS) business model to manage the production of display advertising. SaaS providers such as Workstream Solutions are businesses that provide computer-based services to customers over a network. As a SaaS provider, we only profit when our customers profit, says Tim Dean, Managing Director, Workstream Solutions. Our customers have no upfront purchase costs and because AdConstructor is scaleable which means it can be used more or less depending on the publisher s needs ad makeup costs always stay in line with ad revenue. SaaS has moved quickly from being an emerging phenomenon into a widely accepted business model. Companies such as News Limited and ACP New Zealand have embraced the AdConstructor SaaS solution to manage its real estate advertising portfolio, in order to lower production overheads and increase ad revenue. AdConstructor s online design engine revolves around an automated template structure. The web-based portal and templates within it are customised to meet the requirements of What is Softwareas-a-service? Software-as-a-service (SaaS) is sometimes referred to as on-demand software. SaaS allows for large economies of scale, and can deliver significant return on investment to customers. Advances in underlying technology now allow SaaS providers such as Workstream Solutions to provide customisation of user interfaces, functionality and the underlying data structure of its SaaS solutions. According to Computerworld magazine, the pay-per-use structure of SaaS providers is the future of software, and there is a strong argument, economics-wise that favours SaaS in the marketplace. [Source: Bert Latamore, Nine things you need to know about SaaS, Computerworld, October 2007] each publisher, which can then tailor the interface to meet the needs of its customers. Template design, implementation, user training and system support are part of the package supplied by Workstream Solutions. Currently, over 52,000 online design templates for more than 750 independent and franchise real estate brands are managed within the AdConstructor system. Customers are supported by Print and online delivery in one package Real estate CB Richard Ellis Australia (CBRE) understands the importance of multi-platform delivery. The world-leading integrated real estate services company relies on Workstream integration technology, the in-built web services protocol functionality of AdConstructor to generate URLs of its ads. With one click, artwork is extracted from CBRE magazine templates and converted into HTML, which opens in any web browser as an exact reproduction of the print ad. CBRE publishes each page in Property Connector, its monthly e-magazine. To view Property Connector, visit Helping publications achieve accurate colour & sharp results With the advent of digital photography, nearly all of the imagery supplied to publications contains embedded colourmetric information that is vital to achieving pleasing, accurate results. AdConstructor s imaging engine supports ICC colour-managed image processing. Imagery uploaded to AdConstructor is converted to the publication s own ICC profile, utilising the ICC profiles embedded in the image. Additionally, images can have colour vibrance boosted and intelligent sharpening applied at the final output resolution, giving greater clarity and impact to the final printed result. Above: The left side of the photograph has been converted to a target CMYK space using an inappropriate input colourspace. AdConstructor s imaging engine uses the source ICC profile from the original image, yielding a better result. Sharpening has also been applied automatically to give crisper photo reproduction. Workstream Solutions IT team, based in Sydney. According to real estate marketing manager Tabitha Rider, a frequent advertiser in US-based Contra Costa Newspapers, the step-by-step process of uploading photos, entering property information and generating her own proofs has resulted in significant time savings. Using AdConstructor, Rider immediately generates and views her ads as high-resolution PDF or JPG files, removing the traditional back-and-forth of the approval process. The process of putting the ad together and getting individual proofs is so simple, it s easy to keep organised, she says. In addition to improving her user experience, Rider notes the print quality has also substantially improved. This is because the online solution ensures each photo she submits is automatically colour-corrected to match the ICC profile of the publication. Prior to AdConstructor, the print quality of our ads was a bit fuzzy, she explains. Now, the print quality is much better it is much crisper. Ensuring quality isn t the only process streamlined by AdConstructor. Publishers also benefit from two in-built management tools called Bookings Manager and Job Track Studio. Both are web-based programs integrated into the AdConstructor suite. Bookings Manager gives ad directors, sales reps and ad traffic managers an overview of their customer base. They can see how many pages of ads each individual client has, where each client is up to in the artwork production process, and how many ads in the future are lined up on the calendar. Job Track Studio allows the publisher to setup advertising clients with log-ins, design online templates and tailor the look-and-feel of the AdConstructor interface. It can also be used to manage offline design and proof material outside the primary template structure. This function is useful for when a client has a special request for a one-off design that do not follow their existing online template structure. It means both advertising clients and publishers can create exactly what they require without restriction, says Dean. Paradise does have an address: For production utopia talk to us about empowering clients to create their own ads and take control of their bookings. Ring to find out how we can help you grow advertising sales.

5 SPECIAL FEATURE: Check out today s hottest trend in property advertising - booked, designed & delivered 100% online.

6 ESTATE AGENTS MADE WITH ADCONSTRUCTOR MADE WITH ADCONSTRUCTOR Suburbia 5 Example Street Duissequam nostrud te facillan hendipsustis nosto et ex ex eugait, sendipit vendre consequi blandigna alisi bla facilis niatinci eliquat iscillan ex elit luptat delismo dignibh er sectet autpatie consed tat, venim dolortisl ipiscillum quat am iliquam vulla cons nonsectet, cor in ero conse molutat. Unt nullan ulla faciduis nullaortie et ad dignim vullum et aute conse veraeseniat. Tummodo loreet accum nummolobore duiscinisl Puptat la facinci llamcon ullam, volorem eu feugue Dolor susto dunt nullame tumsan vullam Quat vullaore et luptat adignis cinibh euis am in u Designed online with AdConstructor Consistent design elements Structured grid layout Easy to read, clear information Colour corrected images (Example only) Contact Stephen Agent or Jenny Realtor Suburbia 5 Example Street Duissequam nostrud te facillan hendipsustis nosto et ex ex eugait, sendipit vendre consequi blandigna alisi bla facilis niatinci eliquat iscillan ex elit luptat delismo dignibh er sectet autpatie consed tat, venim dolortisl ipiscillum quat am iliquam vulla cons nonsectet, cor in ero conse molutat. Unt nullan ulla faciduis nullaortie et ad dignim vullum et aute conse veraeseniat. Tummodo loreet accum nummolobore duiscinisl Puptat la facinci llamcon ullam, volorem eu feugue Dolor susto dunt nullame tumsan vullam Quat vullaore et luptat adignis cinibh euis am in u Contact Stephen Agent or Jenny Realtor Duissequam nostrud te facillan hendipsustis nosto et ex ex eugait, sendipit vendre consequi blandigna alisi bla facilis niatinci eliquat iscillan ex elit luptat delismo dignibh er sectet autpatie consed tat, venim dolortisl ipiscillum quat am iliquam vulla cons nonsectet, cor in ero conse molutat. Unt nullan ulla faciduis nullaortie et ad dignim vullum et aute conse Tummodo loreet accum nu Puptat la facinci llamcon Dolor susto dunt nullame tumsan Quat vullaore et luptat adignis Contact Stephen Agent or Jenny Realtor Contact Stephen Agent Contact Stephen Agent MADE WITH ADCONSTRUCTOR Suburbia 5 Example Street Duissequam nostrud te facillan hendipsustis nosto et ex ex eugait, sendipit vendre consequi blandigna alisi bla facilis niatinci eliquat iscillan ex elit luptat delismo dignibh er sectet autpatie consed tat, venim dolortisl ipiscillum quat am iliquam vulla cons nonsectet, cor in ero conse molutat. Unt nullan ulla faciduis nullaortie et ad dignim vullum et aute conse veraeseniat. Tummodo loreet accum nummolobore duiscinisl Puptat la facinci llamcon ullam, volorem eu feugue Dolor susto dunt nullame tumsan vullam Quat vullaore et luptat adignis cinibh euis am in u Contact Stephen Agent or Jenny Realtor Contact Stephen Agent Contact Stephen Agent MADE WITH ADCONSTRUCTOR Contact Stephen Agent Contact Stephen Agent Contact Stephen Agent Contact Stephen Agent BUILDING ADS WITH ADCONSTRUCTOR SINCE 2004 MODERN FUTURIST HOMES

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Lore tet wis niam velenit iustrud magna feugait iurem vel exeros etum velit lutatis sequat. Vulput lutat dolor alit augue feugiam, volutate eugait nullutet ut iriure feuisl et delisi. At eugait accum iustin ut ut wis alit at wismod dit wis aliquam, sendre duipit vel eum volum zzriureetue mincin euipismolore ea alit accum erilit wiscipsuscin henit nonulla facinim ing etum veliquipis aut nulluptate dit in exerci et vel iliquat. Am, velismod modolor iusto odo odolum do odio diamcommolum volutpat, sum venibh exero odip elese For Sale 50,000 Contact Ned Ludd Family Home Utpat. Ut praestrud dolorer iustin henis aliquat, consequis nonsequisim nim quis nulla faccum illa feuis at, commodiam, velessi. Ut eumsan utetue tie min henissed ea consequat velessi scidunt venibh ex euis nostis exer in hent incil ulputet praestisl ip et, vel utat. Lore tet wis niam velenit iustrud magna feugait iurem vel exeros etum velit lutatis sequat. 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8 8 MODERN FUTURIST Monday 0 October From zero to,000 in three years It began as an internal project to streamline operations for WDA, Australia s largest real estate advertising agency. And, like some of the best technology companies in the world, it all started in a suburban garage. From its humble beginnings in 199 at the home of founders Janelle and Stefan Williams, Workstream Solutions, the WDA spin-off company responsible for AdConstructor, has grown to service over,000 companies worldwide. In 200 we developed a web-based program called CampaignTRACK, which allowed WDA customers to create their own artwork, explains Stefan Williams, CEO, Workstream Solutions. Issues associated with a large client base, strict deadlines, variations in printer colour requirements and multiple publishers, printers and suppliers were solved by the creation of the template portal. The online program soon developed a fan base. News Limited production staff noticed we were delivering huge quantities of advertising material to them very quickly, with a small contingent of staff relative to what they needed to produce a similar amount of artwork. The secret, as News Limited soon discovered, was CampaignTRACK the online solution from which Ad- Constructor is derived. They asked if our application was for sale, and Workstream Solutions was born, says Williams. More than 12,000 clients now use the online ad creation and management solution. In the past three years, over $10 million has been invested in ongoing systems development. Workstream Solutions revenue has even overtaken that of its parent company, WDA. Workstream Solutions has gone from being a small, related offshoot of WDA to the most significant company in the group, says Williams. It s a true multinational and has become the largest provider of online design technology for real estate advertising in the world. The company has now turned its focus to streamlining the process of submitting one-off classified display ads. SpeedyAd, the latest offering from Workstream Solutions, was created to improve the ad submission process for classified ad sections. SpeedyAd uses the same flexible, online structure as AdConstructor, but was specifically designed for improving the process of submitting one-off display ads in the classifieds, explains Williams. The simplified, step-by-step process makes it faster and easier to submit one-off display ads, which will result in more customers choosing display ads over lineage ads. According to Williams, the increase in display ads will, in turn, make a newspaper a better regarded marketplace for advertising. GO GREEN WITH ADCONSTRUCTOR AdConstructor s powerful online design and management features can help reduce the time, effort and waste associated with design, proofing and management of advertising. Our advanced, full colour-managed imaging workflow can assist publishers in implementing ink optimisation programs, making it possible to reduce ink use by up to 20%! S O L U T I O N S