Contractors for the Milwaukee Journal Sentinel have been using Syncronex’s Single Copy Edition solution fully since December 2007. Like most newspapers, the Journal Sentinel initially launched Syncronex to facilitate easy entry of draw and return data directly into the newspaper’s circulation system and ensuring good data integrity at the outlet level.
The next step was to use the data for better draw management.
The Draw Forecasting add-on provides managers the ability to view their daily return and draw information, set percentage goals, and re-calculate a suggested new draw number. Milwaukee’s daily returns were in excess of 30%. They set out to reduce that percentage and in February 2008, they started seeing progress. By March, the newspaper has been able to maintain return goals of under 24% daily and under 20% Sunday.
The module allows publishers to perform what-if scenarios at the category or account level and by publication based on previous sales,” says Mike Pirello, President of Syncronex. “We make it simple for newspapers to set and achieve single copy numbers quickly with our Draw Forecasting tool.”
About The Milwaukee Journal Sentinel
Journal Sentinel Inc. publishes the flagship Milwaukee Journal Sentinel newspaper as well as a range of other print and electronic products, primarily serving southeast Wisconsin people and businesses. Journal Sentinel is committed to producing a newspaper that reflects the ever-changing world and fulfills the needs of readers and advertisers. In addition to the daily and Sunday newspaper, Journal Sentinel produces Web products and services through its Journal Interactive division, including JSOnline.com and PackerInsider.com. The addition of a new printing facility in 2003 led to Journal Sentinel’s recent entry to the business of commercial printing. In 2008, the Journal Sentinel was awarded the Pulitzer Prize for local reporting.