Martha Stewart Develops In-House Ad Portal

Martha Stewart Living Omnimedia has developed an in-house ad portal it says will provide its advertisers more efficient delivery and receipt of advertising materials.

The portal, which has tabs for all of MSLO’a magazines, allows the publisher to receive and transfer ad files “almost instantly,” according to Dora Cardinale, executive vice president of print production.

“We can push ad material extensions even closer to press time than we have in the past, which allows us to provide more flexibility for our salespeople and our clients,” Cardinale said. “This process is also environmentally friendly since it allows for the elimination of thousands of discs that, after a single use, literally become landfill.”
 
While other publishers have signed deals with Web-based ad portals, like SendMyAd.com, to manage their ad traffic, MSLO began developing the portal about six months ago using an open source platform. After a soft launch in May, MSLO’s portal debuted June 2.

“We will continue to solicit feedback and comments from our users and refine elements as needed,” Cardinale said.

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