Get advertisers to keystroke their own ads. Gannett Media Technologies International, Cincinnati, serves 20 Gannett newspapers and 30 others with Celebro Advertising Systems. And Associated Information Systems International Inc. of Auburn, Calif., offers Autobase, allowing advertisers to create ads for print, audiotex and the World Wide Web. They turn the text and photos into newspaper ads, choose a schedule and send the ads, with insertion orders and prices, to newspapers' ad databases. We must get it into the system.
Automatic faxes acknowledge receipt and return ad proofs.
GMTI gives advertisers options for reusing their ad data. Real-estate agents record their voices for audiotex ads generated automatically by the print versions. Auto dealers get window stickers printed from ad data. GMTI finds advertisers stimulated by the creative possibilities of their ads. At a Monday workshop, panelists from five far-flung countries agreed that advertisers and agencies need to get into the digital loop.