The scheme will provide online verification for advertisers of where and when ads will appear in the newspaper, which Trinity Mirror says would be more cost and time efficient than the traditional print vouchering system.
Trinity Mirror, which is using Thomson Intermedia's vouching technology, claims it is the first regional publisher to trial the online verification programme that it now intends to rollout to advertisers across its entire regional portfolio including the Birmingham Mail and Liverpool Post & Echo.
The publisher said the move to e-vouchering marked a change in the industry's approach toward publisher-client relationships, and would ultimately make it easier for advertisers to track the success of press ads.
Gary McNish, managing director of Amra, Trinity Mirror's national sales operation for regional press, said: "We pride ourselves on being at the forefront of developments in the regional press, and the introduction of e-vouchering across our portfolio is another example of that.
"It's a significant investment in improving our service and making life easier for clients and agencies."
Paul Kemp, director of Thomson Intermedia's press division, said: "This is the start of a change of initiative within the industry and an exciting development for their business. Agencies are looking forward to replacing the old-fashioned method of vouching with this new electronic offering and I believe their customers will quickly see the difference."
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