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Scripps Adopts AdPlay

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The E.W. Scripps Company has chosen AdPay Inc. to provide Scripps with a new print and online classified-ad platform for users of their newspaper Web sites.

According to Rusty Coats, vice president/interactive for Scripps, there was an immediate need to simplify and better integrate the print and online marketplace. Scripps expects its 19 newspapers to be live on the AdPay platform by June 1, joining hundreds of other media Web sites as partners in the AdPay national classifieds network.

The AdPay network integrates classifieds ads, display ads and retail inventory in a single shopping experience. The consolidated classified platform also provides Web-to-Web, Web-to-print and print-to-Web capabilities. The technology allows on-the-fly video, maps and person-to-person commerce.

Sites can now also aggregate searches of content from other local sites, such as Craigslist. The AdPay platform also allows for a single-source classified order-entry system for both print and online ads. Ads can now be placed at once for the Web site, the newspaper and the AdPay national classified network.