Case Study: The Columbus Dispatch achieves increased ad revenue and delivery efficiency with RouteSmart Technologies

Newspaper optimizes delivery zones to increase revenue and efficiency

The Columbus Dispatch faced a need to offer more flexible, precise advertising zones to attract both small, local advertisers and larger regional buyers, while also optimizing delivery for an independent contractor force handling about 1,600 routes daily. To meet those challenges the paper worked with RouteSmart Technologies, deploying RouteSmart for ArcGIS with NAVTEQ map data and geocoding to create contiguous, ZIP Code–pure zones and logical, efficient route structures.

RouteSmart Technologies implemented NAVTEQ street mapping and geocoding inside its RouteSmart software, automating sequenced delivery lists with turn-by-turn directions and up-to-date maps for new or substitute carriers. The solution produced ZIP Code-pure, efficiently sequenced routes for roughly 1,600 daily routes, enabled targeted advertising clusters that attracted more advertisers, increased revenue opportunities, and improved contractor efficiency and on-time delivery for subscribers.

The Columbus Dispatch

Bruce Bartlett

Routing Database Manager