When The Denver Post made the decision to go to ZIP-code advertising zones, we in operations had a challenge--how would we support this decision in circulation and in the mailroom with our mainframe computer?
As good as it once was, our old mainframe had no flexibility. We tried to reprogram it, but the results were too clumsy.
Then, by talking with people in the industry, we heard about some promising new software from GMA. In 1994, we purchased GMA's PC-based Preprint Packaging and Assigning software, and in February 1996, we added its Circulation DeliveryPlan. Originally, DeliveryPlan didn't offer what we needed. Fortunately, though, its designers are located only ten miles away--so in the two years between purchases, we worked with them to significantly enhance it.
The new system gives us crucial manifests: for the dock on what to load, for the drivers on where to deliver and what to unload, and for the carriers on what types of packages they should get and how many. All this means that we finally can give the distribution department the up-to-date and accurate information they need to do their jobs.
As soon as we installed the new DeliveryPlan, we started to see large savings. It allows us to do target marketing for our advertisers down to the ZIP-code level. We now put together advertising packages with any variety and number of pieces to deliver to any zone the advertisers request.
Our mainframe couldn't generate manifests with more than one product, but DeliveryPlan can. We have already eliminated over fifteen manifests with more to go.
Previously, some carriers drew more copies than they needed, and we couldn't get the overs back. Also, some carriers needed more than their normal draw, which meant we had to rerun. DeliveryPlan allows us to ship with precision, as both advertising and circulation can download information to us directly and instantly. The result is significant newsprint savings, between 1 and 5 percent of our raw newsprint costs, plus a savings on polywrap.
Another benefit is that we can track jobs and thereby improve our internal communications. At any given time, we can look in the system and see, for example, if an insert has been ordered, shipped or received. We can also see every package that should go to every carrier.
Additionally, we have been able to eliminate manual calculation of truck loads. We can see what should be loaded on each truck and how much space it should take. We also can see how much weight has been loaded on each truck, thus eliminating delays at weigh stations and improving truck safety.
To top it all off, we've also gained about three hours a day in cycle time because of these multiproduct manifests and the speed with which they are produced.
Overall, I wish we'd found DeliveryPlan years ago, and I wonder how we ever managed without it!
April Gauldin is circulation-operations manager at The Denver Post. Phone, (303) 820-1010; fax, (303) 820-1406.
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