fbpx

Archant

Core Telecom developed and implemented a bespoke personal number solution for Archant to enhance the advertising proposition it offers through its 60 weekly newspaper titles

The Challenge

Archant is the UK’s largest independently-owned regional media business and is a UK top six regional newspaper publisher. With a history dating back over 160 years, Archant today employs 1850 people right across England and has an annual turnover of £142 million.

The company’s newspapers division, Archant Regional, produces four daily regional newspapers and around 60 weekly titles with a combined circulation of 2.25 million copies every week. Archant also publishes 180 websites and a number of magazines.

With virtually all newspapers reporting falling circulations, advertising is a crucial revenue stream which is growing rapidly in importance for all publishers. But online auction sites and classified sale sites provide stiff competition. Archant therefore wanted to develop a unique solution that would add value to its advertising options whilst delivering an additional revenue stream.

The Solution

Core Telecom developed and implemented a bespoke personal number solution for Archant to enhance the advertising proposition it offers through its 60 weekly newspaper titles.

The innovative and unique Personal Number Manager service enables Archant to provide its advertisers with designated 070 numbers instead of publishing personal landline and mobile telephone numbers.

The solution is fully automated and advertisers are able to instantly map their anonymous personal number to their own number so that callers are oblivious to the advertiser’s actual contact details. When the advert expires, the personal number is simply reallocated via the system to a new advertiser.

With identity theft of concern to increasingly security savvy consumers, the solution adds a protective layer to Archant’s advertising offering giving a significant competitive edge in the marketplace.

The Result

Archant is now rolling out the solution across its portfolio of newspaper titles.

Enzo Testa, Managing Director at Archant said, “Core Telecom’s service gives us a unique edge and is a great addition to our advertising proposition. Early indications are that our advertisers love it, so crucially, not only will we increase the volume of adverts we are publishing but the call revenue will be a valuable boost to our bottom line”.