Site Traffic Up 325%, Ad Dollars Up 120%, Productivity Up 75% with
First-and-Only Software-as-a-Service Platform for Entire Web Content
Lifecycle
SAN FRANCISCO, Dec. 18 /PRNewswire/ -- Clickability, Inc., the
software-as-a-service pioneer in Web content management, today revealed the
stunning transformation of the largest metropolitan news Web site in south
Louisiana, 2theadvocate.com, owned by Louisiana Broadcasting LLC and
Capital City Press LLC.
In the past, 2theadvocate.com was a drain on cash and resources,
directly affecting The Advocate newspaper and WBRZ TV, the parent
companies' other assets. In the 18 months since launching on Clickability's
platform, the quality and quantity of the site's content has dramatically
improved. Site traffic is up 325 percent. Page views rose 250 percent. Ad
dollars have increased 120 percent year over year.
On Clickability's SaaS platform, 2theadvocate.com has transformed into
a key revenue center. Previously neglected sections, such as entertainment
and features, have doubled ad revenues year over year. At the same time,
traffic to the news, sports and weather sections has more than doubled.
Clickability is helping 2theadvocate.com generate new revenues, said
Michael Wilson, new media manager for 2theadvocate.com. "Few newspapers can
say that right now. We have a lot more revenue success in a much shorter
amount of time. And it's truly remarkable to be able to outsource a
significant portion of one's core business and feel the assurance that
typically is associated with technology partners. The level of service and
expertise Clickability includes in its Web asset optimization solution is
far above and beyond any other vendor offering on the market today."
Before deploying Clickability, 2theadvocate.com was enlisting half a
dozen vendors to serve its publishing and content monitoring needs.
2theadvocate.com was also relying on a content management system whose
design capabilities no longer aligned with the new direction of the
company. The previous system was designed only to take files directly from
the newspaper to the Web. Manual coding was required for every change on
each Web page across the entire site, blocking opportunities for dynamic
site updates and breaking news.
Determined to exit the business of managing its Web content management
system, 2theadvocate.com chose Clickability's comprehensive platform. The
platform includes a world-class content management system, an ad server,
newsletter services, analytics, polls and surveys, and search optimization
capabilities, among others features beyond the scope of traditional web
content management (WCM) systems.
2theadvocate.com reports a 75 percent increase in productivity with
existing staff, thanks to Clickability's ease of use. Time that the staff
previously spent coding is now applied to generating more and
better-targeted content in a variety of media.
"2theadvocate illustrates the value companies can achieve maximizing
and monetizing their greatest assets," said John Girard, CEO and founder of
Clickability. "They aren't distracting themselves with endless efforts to
install, upgrade, patch and cajole software into publishing their content
on the Web. They don't waste their time managing the business of Web
content management. Rather, they're using the Clickability platform to
reduce costs, increase revenues, build brands, and foster stronger customer
relationships."
Clickability enables its customers to create context around their
content, increasing user community interaction that drives more visitor
loyalty and revenue.
"Clickability has us thinking about the content of the website in a
completely different way," Wilson said. "We finish tasks in a quarter of
the time, or less. We have translated the time savings into more stories,
updates, photos and new content."
"Clickability also gave 2theadvocate.com the ability to deal with staff
issues in 2007 that greatly impacted production of the site," said Freda
Yarbrough, new media director for 2theadvocate.com. "Clickability's
web-based system allowed one employee to work from home while caring for an
ailing family member. That ease of remote work both saved the company money
and gave the employee greater peace of mind."
About 2theadvocate.com
2theadvocate.com is a "converged" Web site that encompasses Baton
Rouge's The Advocate newspaper and its sister company television station,
WBRZ-Channel 2. While the Web site is run independently from the two media
companies, it utilizes stories and videos originating from both media
companies as well as online-only work and syndicated material. Prior to
2003, the companies operated separate Web sites, merging into one site in
April 2003.
About Clickability
Clickability is leading the development of a software-as-a-service
platform for Web content management. Through passionate customer service,
innovative technology and strategic partnerships, Clickability enables
customers such as CNN, The Wall Street Journal, The Star Tribune Company,
Philadelphia Media Holdings LLC, Gray Television and Amcor to reduce costs,
increase revenues, build brands, and foster stronger customer
relationships. Founded in 1999, Clickability is privately held and
headquartered in San Francisco. For more information, call 866-276-4580 or
visit http://www.clickability.com.
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