Findlay Media selects new advertising, CRM and data management system from Miles 33

After a successful proof of concept, Miles 33 has announced that Findlay Media (part of the Mark Allen Group) has invested in a 40 seat Gemstone Advertising and CRM system. The system will also include Beacon for flat planning and advertising copy chasing.

A joint development project between the two companies to enhance the Audience Development module of Gemstone to meet Findlay Media’s demanding controlled circulation data requirements is also part of the agreement.

Findlay Media is a leading business media company for the manufacturing and engineering industry, delivering specialised content through magazines, websites, eZines and supplements. Findlay Media's services also include research, telemarketing, event management, contract publishing and conference organising, requirements which are not normally part of a publishing system.

Gemstone's modern and extensible design was therefore instrumental in the selection process as it can be extended to provide a solution for the large and extremely detailed database that is maintained by Findlay Media, says Miles 33. This database which will include configurable metadata, questionnaires and demographic data to be used for controlled circulation management and the integrated CRM system for sales management.

The extended database solution is naturally integrated into order processing, production tracking and flat plan modules of Gemstone, resulting in a complete, enterprise-wide management system covering all aspects of Findlay Media's business.

Commenting on the new system, Findlay’s managing director Peter Knutton, said: “For almost 40 years, data excellence has been at the heart of Findlay’s success and business model. Alongside traditional magazine circulation data demands our growing events and online products highlight the increasing importance of data. Having those business needs met in a single, integrated system is essential and will help us deliver on our plans for sustained growth".

The large amount of data is used in several ways. Not only does it supply magazine distribution data, it is also used to sell targeted email campaigns and client-specific data services. Advertising comprises a mix of display and classified adverts plus digital ads served to the websites by an in-house ad serving tool which will be integrated into the Gemstone environment.

Mike Moore, CEO Miles 33, said: “We are delighted to have secured this order with Findlay Media against stiff opposition. Findlay’s requirement for a single system that catered for all sectors of their business, including print, digital and events was always going to be demanding. Fortunately for both parties this is what Gemstone has been developed to do. It will be the first Gemstone installation in the B2B magazine sector. We took the brave decision to invest in developing a new advertising platform while other companies in this industry have been retrenching. Gemstone is already proving itself to be a world class product.”