THE WASHINGTON TIMES SELECTS DTI FOR NEW AUDIENCE DATABASE
Demographic Targeting Solution to Lead Marketing Strategies
Salt Lake City, – April 12, 2008 – The Washington Times has reached an agreement with Digital Technology International, the newspaper industry’s leading source for integrated news media business software systems, to provide DTI’s Audience Database as the technology centerpiece of The Times’ marketing strategy to gain greater market penetration both locally and nationally.
The Audience Database will support key marketing strategies at The Times, ranging from subscription campaigns to ad upsells to implementation of new products and services. The newspaper’s goal is to build greater global reach with its news content and marketing efforts. The Audience Database integrates third party systems for email marketing, web site analytics, user behavior tracking, data analytics and lifestyle analytics.
The Washington Times is creating a Global Marketing Database in which customer preferences, demographic, psycho–graphic, lifestyle, web behavior and purchase history can be stored. DTI’s Audience Database will work as the central component to fulfilling this plan and will store data from these areas relative to a given user. Since the data that will be populated in the Master Profile will change over time, the system will have the ability to collect user information from a variety of sources. Then using a series of intelligent algorithms, the data will be analyzed and the different profiles linked together as additional information is added.
"We are aggressively increasing our reach and building an audience database as key to our growth strategy for editorial, advertising, marketing and circulation," said Thomas P. McDevitt, President of The Washington Times. "We have had a long and satisfying relationship with DTI and have worked with and benefited from many of their talented staff. When the challenge of building an audience database presented itself as the key to our marketing success, DTI was the logical place to look. Fortunately, their own forward–thinking had led them to the same conclusions about the importance of audience profiling for our industry and the partnership was born."
"The future to monetizing all news channels is creating targeted, relevant advertising and content," said Don Oldham, CEO of DTI. "The Audience Database is paving the way to making this a reality."
The Audience Database will integrate with The Washington Times’ current DTI systems within their circulation and advertising departments. DTI’s ClassSpeed advertising solution will be used for advertising order entry as part of this project as well.
DTI can seamlessly integrate any third–party applications into the Audience Database through Liquid Media™, an innovative integration technology that enables newspapers to seamlessly share their information and creative assets throughout the enterprise and through any form of media. Through Liquid Media, newspapers can flow data into any system, existing or new, regardless of platform.
The Audience Database project will occur in two phases beginning in May 2008 with the installation of the ClassSpeed order entry system.
About Digital Technology International
Digital Technology International (DTI) is a proven enterprise systems and solutions provider to the newspaper and media industries. We help news media organizations manage and flow content, operate more efficiently, manage data more effectively and sell more successfully. From single systems to fully integrated environments, DTI helps customers generate new revenue, reduce cost, share information across their enterprise, manage resources and get the data they need to make more informed business decisions. Today, the company’s solutions are installed in hundreds of newspapers of all sizes at points around the globe. DTI is headquartered in Salt Lake City, with corporate offices in Minneapolis, U.S.; Montreal, Quebec; Brentwood, United Kingdom and Darmstadt, Germany. Regional offices are located in Panama, Mexico City, Finland and Norway. For more information, visit www.dtint.com.
