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 CBS-PR-070710155059.doc
February 07, 2007
CBS RADIO ENHANCES ITS ONLINE INVENTORY MANAGEMENT AND AD TRAFFICKING SYSTEMS
CBS RADIO, one of the largest major-market radio operators in the United States, announced today it will be implementing new digital inventory management systems to further enhance its ability to serve advertisers who want to reach local audiences through its stations online assets.
Through the use of ad operations software and trafficking services provided by Operative, CBS RADIO stations will be able to seamlessly orchestrate proposals, insertion orders, inventory management, and finance reconciliation.
"Millions of users visit and stream from our websites everyday, creating a number of opportunities for advertisers trying to reach premium online audiences," said Walter Berger, Executive Vice President and Chief Financial Officer, CBS RADIO. "With this announcement, radio station personnel can now work more efficiently to sell, manage and integrate inventory on their website, as well as maximize CPM rates. Additionally, this central platform affords us access to insightful information about our stations operations, trends and pricing."
"CBS Radio is one of the premiere media brands in the US, and we’re honored to have a role in their success," said R. Michael Leo, Operative’s CEO. "Operative’s software and services will be a powerful driver of their online business, and we’re dedicated to helping CBS Radio increase revenue through operational excellence."
About CBS RADIO
CBS RADIO is one of the largest major-market operators in the United States with stations covering news, alternative rock, country, FM talk, classic rock, oldies, JACK and urban formats, among others. A division of CBS Corporation, CBS RADIO operates 147 radio stations, the majority of which are in the nation's top 50 markets. CBS RADIO also has made aggressive moves to converge new and traditional media through creative programming and advanced delivery methods, including online streaming, HD Radio and podcasting. In May 2005, CBS RADIO launched the world's first podcast programmed radio station, KYOURADIO, and also has made three of its top sports radio stations available to subscribers of mSpot’s All-Sports mobile radio service. Additionally, CBS Radio is home to 29 of the country's leading sports franchises amongst MLB, the NFL, the NBA, the WNBA and the NHL, including the New York Yankees, New York Mets, Chicago White Sox, New England Patriots, New York Giants, Chicago Bears and the Detroit Red Wings. For more information on CBS RADIO, please visit www.cbsradio.com.
About Operative
Operative enables interactive publishers and agencies to meet the demands of an increasingly dynamic internet marketplace and to improve their bottom lines by providing expert management of ad operations through their industry-leading technology and truly obsessive service. Operative's flagship subscription-based software - Operative Dashboard, an ASP software solution - automates the entire ad operations process, from insertion order through trafficking, campaign optimization through CRM, with sales force automation built in. Headquartered in New York City with its international base in London and offices around the world, Operative provides a full range of managed ad trafficking services to many of the world's leading media companies including The Wall Street Journal, The Economist, MSN, iVillage, Omnicom, and WPP. For more information visit www.operative.com
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MEDIA CONTACTS
Karen L. Mateo
Vice President, Communications
(212) 649 9639
Allison Mandara
Communications Coordinator
(212) 649 9606
Dana McClintock
Senior Vice President,
CBS Communications Group
(212) 975 1077
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