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Centaur adopts ADvance audience development platform

Centaur Media has chosen Abacus’ innovative ADvance platform to run its circulation and fulfilment activities as well as to provide a complete customer view across the group’s portfolio of digital, print and face to face products.

ADvance is a new cloud-based platform that allows B2B and consumer publishers to sell and manage their print and digital subscriptions, registrations and events in a single system. A key benefit of this approach is that it allows integrated print fulfilment and online access control to work hand in hand. Perhaps even more important in terms of supporting business growth, powerful business intelligence (BI) and ETL tools give the marketers the opportunity to generate highly targeted campaigns, and to mine and segment audience data from whatever source, that will in turn inform and drive new product development.

Centaur will operate ADvance using an in-house team with additional capacity and support provided by Abacus’ services division based in Bushey. This experienced team (formerly Alliance Media) already provide fulfilment and subscription marketing services to clients such as Conde Nast, BFI, Granta & National Geographic Traveller.

Tim Potter, managing director of Business Publishing at Centaur Media, explained how the move to ADvance is the cornerstone of a strategic initiative to support a high margin, digital-first publishing strategy:

“The relationship with Abacus is a fundamental component of Centaur’s digital strategy. Their Webvision CMS already sits at the heart of our online operations, allowing us to utilise best of breed technology across our portfolio. We’ve also successfully implemented their gatekeeping and directory systems. The move to ADvance takes this partnership to a new level. Using the platform we’ll be able to get a complete view of customer activity across our brands and delivery platforms and use this data to rapidly develop new offers, products and services.”

Ian Eckert, director and Head of Audience Development for Abacus, added:

“We’re delighted that one of Abacus’ longest standing clients has chosen ADvance to help move its digital publishing strategy to the next level. With cutting-edge cloud-based technology and an experienced fulfilment services team to provide back-up and support, Abacus is in a unique position to help its clients maximise commercial opportunities in a multiplatform environment.”




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