Clearly, preprint advertisers want to know about problems before they hit the street. Creamer has combined the improved accuracy of his software-driven equipment with a strong emphasis on dialogue with his ad department. We call advertising every night to let them know where there are shortages. Kim McCleary-La France, director of advertising customer service and administration for the Los Angeles Times, confirms that her advertisers demand proactive notification. To address this issue, the Times is working with the management and staff of Times Community Newspapers, a subsidiary that does their inserting.
Several approaches are under way.
Currently, report generation is unwieldy, because disks have to be physically passed between front end, production and circulation systems. The Times is now involved in a major project to integrate these systems. Another issue is more subtle. When originally formed, McCleary-La France says, TCN was very focused on cost. Recognizing that errors and inefficiency also have a critical role in profitability, Times management is now working to change its culture, re-emphasizing customer service.