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MSS touts electronic database and personal follow-up as integral factors in its operation.

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In business since the fall of 1999, Norwalk CT-based Ad-Sales company Media Space Solutions has had one basic objective since the outset: to make the buying of multi-market newspaper advertising space easy for national advertisers.

CEO and President Scott Kerr is quick to point out that MSS is also an industry advocate: “We are committed to facilitating the most effective print advertising approaches possible, so in that sense we are doing a service for the industry at large.”

Jose Rodriguez, Research and Planning Director at MSS, points to their “unrivaled database” as one key to the company's success. “We have a group of people proactively maintaining the database of newspapers we work with. Technology plays a vital role here, alerting us when a publications rate-card is due to expire, etc. But it is the follow-up that we personally handle that really rounds the process out and has been crucial to our success.”

It was in 2003 that MSS started to focus on developing its database for the Hispanic Market, working with all of the major players, including Impremedia, Rumbo, Tribune, McClatchy and others to offer national advertisers in-roads to the Hispanic market.

Today, their database includes over 300 Hispanic media products, about one-third of which they regularly conduct business with.

Plans for the future include further developing ROP advertising and opening up E-newsletter advertising for their clients. As Kerr noted, “We realize that while the online side of things still represents a relatively small portion of the overall market, it is growing every day and, as such, we want to have that channel readily available to our clients.”

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