The title is one of three newspaper publishers to introduce 's Subsman and Canvass Plus system. The system gives publishers more control over the way subscribers are marketed to.
Along with The Business, the regional newspaper companies Archant, which publishers the Hampstead & Highgate Express, and Johnston Press, owner of the Yorkshire Evening Post, have also introduced the system.
Paul Woolfenden, managing director of The Business, said the programme had been adopted because it did not involve investing in expensive hardware. "We are attracted to the idea of subscription because it reinforces loyalty and offers our advertisers a high-quality, stable and committed readership base that is also interactive."
Subsman and Canvass Plus helps publishers build their subscription bases, as well as giving more information on subscribers, which can then help advertisers target readers more accurately.
The web-based system can be used to create bespoke scripts for telemarketers and can be accessed by door-to-door canvassers via a hand-held computer to deliver bespoke information on potential customers.
Tony Coad, chairman of CCB, said: "UK newspapers and media understand that to meet the demand for accountable advertising they need to add direct marketing to their service portfolios. Systems such as Subsman and CanvassPlus help them build their subscription bases and, in the process, enhance their ability to relate to each individual reader or viewer and assist their advertisers to do so, without having to pay the punitive costs associated with traditional CRM systems."
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