As part of the new identity, the company is also announcing a few new initiatives aimed at monetization services—specifically addressing the challenges publishers often face when trying to generate revenues from their digital replicas.
"Most publishers are only selling banners or fixed ad elements that don’t command a very high rate in today’s market," says Kim Keller, EVP sales. "As a result, most publishers’ sales teams find it difficult to earn enough commission to make selling digital worth their time. Our Monetization Strategies program creates highly desirable advertising products that blend print, web, app, social, video, outdoor, mobile texting and native marketing to create advertising solutions that sales team can get excited about selling."
The original acquisition brought together Godengo’s Rivista CMS platform, which leveraged responsive design elements, and Texterity’s digital edition production services. The thinking at the time was to merge the tech to give publishers a more unified web and mobile publishing platform.
So far, one of the results of that blend is a suite of responsive mobile product solutions that can include more customized ad formats, allowing publishers to upsell from static replica ads.
"What GTxcel means for us is an official integration and unification of all internal operations," says CEO Peter Stilson in a statement. "For the public, the name will be easier to say, and for customers, it will signify streamlined workflows."