28.04.11 - The Mexican newspaper Siglo de Torreón has implemented Shipo, the solution created by Protecmedia for managing everything related to the circulation and subscriptions of a newspaper. This will enable El Siglo de Torreón to have very close control over all variables related to circulation and subscriptions, allowing a significant optimisation of resources and greater efficiency in all processes within these two areas.

With respect to circulation, Shipo provides the newspaper with a series of very important data for the correct marketing of the editorial product. For example, knowledge of the outlets where all copies sell out first or, by contrast, most returns are made, allows greater efficiency in distribution and a better use of resources. All of this information is obtained through geo-circulation, which makes it possible to localise all of the sales outlets and delivery routes.

Shipo offers equally important advantages regarding subscriptions, since it allows the newspaper to increase readers’ loyalty and to attract new subscribers. By gathering details about readers, and subsequently analysing them, it is possible to know their tastes and preferences, which in turn allows different promotional and marketing campaigns to be tailored in the most appropriate manner. In addition, newspapers are able to attract more advertisers, since this data contains the key to enable them to focus their advertising messages in the best possible manner.