CHICAGO COMPANY MAKES HISTORY - Software Firm Connects TV Ad Buyers and Sellers

Strata Marketing, Inc., a Chicago software company and the leader in applications for the media industry, is proud to announce that TV stations and media buying services/agencies can now enjoy the benefits of a true electronic marketplace".

(PRWEB) August 28, 2004 -- Strata Marketing, Inc., a Chicago software company and the leader in applications for the media industry, is proud to announce that TV stations and media buying services/agencies can now enjoy the benefits of a true electronic marketplace". Strata programmers, working in Chicago, have developed a way to connect TV stations and agencies like never before. The technology is known as EC/EDI (electronic contracting/electronic data interchange). This unique, direct two-way connectivity from Strata covers all aspects of electronic ordering -- rate requests, proposals, and orders that can be exchanged instantly. No waiting for a fax, no need for paper orders! John Shelton, Strata President and COO said, Linking agencies and stations is no longer a dream, its happening now. Full connectivity between broadcasters and agencies means fewer errors, less paperwork, and more time for everyone to do what they do best".

Strata clients in Rochester, NY were the first to experience this cutting-edge technology. Theyve been enthusiastic about what theyve seen. Steve Arvan, General Sales Manager at WRWB-TV, Rochester, NY, said, This makes it so much easier to respond to our customers needs. Now we can provide extremely accurate and targeted media programs in less time, with ease." Mary Rockefeller, Spin Marketings Vice President/Media Director said, This is such a time saver -- its sort of like when the fax was first introduced -- no one could believe how easy and fast it was to send information. I hope every station in the market would entertain using Strata, it would save all of us so much time."

Heres how it works. In the past, a TV account executive would send a list of available commercial time to a media buying agency. There, a buyer" would type a rate request or broadcast order, print it out, and fax it back to the account executive (AE). The AE would have to re-type the data, print a customized report and fax it back. At this point, the negotiations would begin. After agreeing to a deal, the broadcast order would be edited, the changes noted in a computer program, then re-printed and faxed for confirmation. Due to repeated data entry, the deal-making process has been labor-intensive, time-consuming, and often error-prone. Not any more. Now, an AE using Strata software can send avails or proposals electronically -- in a split second. With a double click of the mouse, the buyer sees the proposal instantly and can begin negotiating in real time. Coupled with the ability to adjust the buy on the fly", Strata technology allows the order" to be sent back to the station electronically, where it can be approved and forwarded through an electronic link to traffic. The timeline for proposing a package, negotiating its price, receiving the order, approving it, and getting it logged in a traffic system can be a matter of seconds.

Founded in Chicago in 1984, Strata Marketing, Inc. develops premier software applications for the media industry. Electronically connecting research through traffic and billing, Strata products are the first choice. More than 10,000 media professionals in the radio, television, cable, and media buying industries use STRATA software every day.

For more information, please contact:
Mike McHugh
Strata Marketing, Inc.
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