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02 February 2007
Reply has been chosen by European leader SEAT Pagine Gialle, one of the world’s leading operators in the sector of multimedia advertising (paper, telephone, internet and visual) to produce the new Multimedia Editorial System (MES). The main aim of the project is to replace the previous editorial systems used to produce paper and online advertising with a new, integrated editorial system able to maximise efficiency through the sharing and complete re-use of editorial content. It will also ensure further progress in providing effective support to new business scenarios. This solution is one of the main assets on which the Italian media group intends to build its future, and allows the entire lifecycle of editorial data to be managed on a single platform – from the content acquired from the sales team through to the advertisement supplied in various formats on different media. The new editorial system will supply advertisements to the press chain (such as the White and Yellow Pages), web media (such as the Internet sites of the White and Yellow Pages), and voice adverts (the Pronto Pagine Gialle service, 89.24.24). It can also provide adverts to other media (such as CD-roms) and content syndication (such as Europages). Modular and scalable, MES provides services not only to editorial users, but will also be used by a wider audience such as sales agents, when drawing up their sales offer. In particular, Seat has entrusted Reply with developing all the core systems of the editorial process – acquisition, workflow, and supply – as well as the global coordination of the entire project which involves international technological partners. The new system incorporates several firsts for the world of Directories, confirmed Gian Piero Pepino, Chief Information Officer of Seat Pagine Gialle. It enables basic editorial and advertising content to be handled in a paperless, uniform way, favouring the re-use of content both during the acquisition of data from customers and at the editorial production stage. It facilitates the design of new products, optimising the time to market by cutting down on complexity. The system also enables production control with a single planning and control dashboard that can monitor each stage of the production process. MES represents one of the cornerstones of the process of converting Seat’s information system into a complete “real time enterprise” model. "Thanks to the new model, the heart of the Seat PG system is no longer the advertisement, but the basic editorial content" explained Tatiana Rizzante, Reply’s Managing Director. "The processing of text or graphic/multimedia content has been designed in order to optimise the process for individual customers, and the same information can be re-used at each stage of production". The new system has been fully operational since November 2006.