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News Archive
Houston Chronicle implements Tactician Online® (formerly Mapscape.com) to
offer Interactive Newspaper Planning, Analysis and Ordering Online
Using Tactician Online, Houston Chronicle Provides Online Geotargeted Newspaper Insertion Orders at the
ZIP and Sub-ZIP Code Levels
ANDOVER, Mass. - June 13, 2001 - Houston Chronicle has implemented Tactician Online, the online market
intelligence and media strategy resource by Tactician Corporation, to power a new online, geo-targeted
newspaper planning, analysis, and ordering system.
The 100 percent online system - driven by Tactician Online and designed to meet the ZIP Code and sub-ZIP
Code FSI targeting requirements of Houston Chronicle - is easy to use, yet flexible enough to incorporate
both pre-defined Houston Chronicle Automated Marketing IntelligenceSM (AMIs), and unique,
advertiser-specific "Personal" AMIs. This flexibility enables Houston Chronicle sales representatives to
easily customize, save, retrieve, and fine-tune the specific targeting rules, or criteria, used by each of
its advertisers when formulating advertising campaigns - on an advertiser-by-advertiser basis. When
completed, Insertion Orders can be e-mailed in electronic format directly to Houston Chronicle's order
entry system.
"Houston Chronicle is excited to capitalize on the significant advantages offered by Tactician Online
for driving geographically-based location, marketing, and media strategies on the Internet," says Clayton
Wiseman, Manager of Technology Development and Support at Houston Chronicle.
Targeted media planning, analysis, and insertion ordering is offered at the ZIP Code, Split ZIP, and
Houston Chronicle-defined District Route levels. Houston Chronicle sales representatives and advertisers
communicate via an interactive, online order form. The order form includes:
- Ordering Information - General information required by Houston Chronicle to execute an
Insertion Order is collected (advertiser name, paper date, mail date, version, tag line, etc.). When
completed, insertion Orders can be e-mailed in submission-ready, electronic format for immediate entry
into the Houston Chronicle order entry system.
- Mailing Count Totals - Displays aggregate mailing count totals in real-time as geographic
component areas are interactively clicked 'on' and 'off' by the user.
- Interactive Geographic Component Lists - A detailed list of the geographic component areas
included in the campaign is displayed. Checkboxes allow users to interactively add and remove individual
geographic areas (aggregate mailing counts are instantly updated). This online, browser-based
functionality facilitates fine-tuning and interaction between Houston Chronicle and its advertisers when
finalizing media orders.
- Color-Coded Distribution Maps - The scope and coverage of each campaign are illustrated on
detailed distribution maps which display store locations, trade areas, market boundaries, etc., while
highlighting the geographic areas reached by the campaign. Demographic targeting information can be
displayed on the maps using a range of colors.
"It is exciting to work with a media organization which is as progressive and forward thinking as Houston
Chronicle," says R. Robert Reading, Executive Vice President at Tactician Corporation. "Houston Chronicle is
committed to capitalizing on the significant advantages offered by Tactician Online to provide interactive
media analysis and purchasing on the Internet."
A Wizard-based interface - which Tactician has named One-Click MarketingSM - guides Houston Chronicle
sales representatives through the steps required to perform sophisticated geo-targeting analyses for, and/or
in conjunction with, their advertisers. Through this interface, Houston Chronicle representatives can create,
modify and fine-tune customized, or "Personal" AMIs, for their advertiser clients. Personal,
advertiser-specific AMIs represent targeting rules which reflect as a set of standardized criteria, or rules,
used by advertisers when undertaking geo-targeted media campaigns. For most advertisers, multiple Personal
AMIs would be created and stored, reflecting variations in the scope, scale, and goals of their newspaper
campaigns.
About Houston Chronicle
Houston Chronicle is one of the largest newspapers in the Southwest United States, was founded in 1901
and acquired by the Hearst Corporation in 1987. In addition to delivering in-depth coverage of local issues,
the Chronicle is equally committed to covering, state, national and international news. The newspaper
operates news bureaus in Washington, D.C., Mexico, Dallas, San Antonio, Austin, Beaumont and the Rio Grande
Valley. The newspaper's on line service, HoustonChronicle.com, is widely regarded as one of the top
newspaper web sites. The Houston Chronicle is the nation's seventh largest daily paper with daily
circulation totals of 546,799 and the ninth largest paper on Sundays with circulation totals of 743,009
according to the September 30, 2000 FAS-FAX report from the Audit Bureau of Circulations.
About Tactician Corporation
Tactician Corporation, headquartered in Andover, Mass., provides geo-marketing products and services for
sales, marketing, and advertising decision support. Tactician's products and Tactician Online provide users
with data reporting for sites, territories and media geography; marketing and media planning, strategy
development and execution; and store and territory optimization modeling. The world's largest corporations
have used Tactician's products for more than 12 years to improve sales productivity, more effectively
allocate advertising expenditures, increase market share, and optimize marketing strategy. Additional
information can be obtained by visiting www.tactician.com for an online demonstration.
Tactician and the Tactician Globe are registered trademarks of Tactician Corporation. Automated
Marketing Intelligence and One-Click Marketing are service marks of Tactician Corporation. All other
product names may be trademarks or service marks of their respective owners.
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