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Streamlining Advertising Sales for The Washington Post

The Washington Post had a website dedicated to providing information to existing and potential advertisers, but its information was difficult to access. The Post hired NavigationArts to improve the site’s architecture to more effectively communicate to advertisers, and at the same time create an extensible framework for positioning future advertising vehicles. The new site supports the needs of various audience segments and accommodates all of The Washington Post’s advertising vehicles (the print edition, the website, and the Express and El Tiempo Latino editions).

Most importantly, the redesigned site enables The Post to present a clear, compelling argument about the value of advertising with the company in the Washington, D.C. market. The new site is more sales focused, communicating that The Washington Post “is the place you need to be,” while simultaneously promoting the region as a dynamic and influential market.

NavigationArts streamlined online operations by implementing a content management system (CMS) and developing a content strategy. The Post experienced increased efficiency thanks to customized CMS training and a content workflow that removed publishing bottlenecks.

Project results included:

• A scalable site architecture that has helped the client feature new lines of business
• Application of user-centered design principles to improve customer experience
• A content management design document with a CMS template wireframe model
• Percussion Rhythmyx CMS implementation
• A customized CMS training manual and training course for content authors and administrators
• XHTML templates and associated CSS files and JavaScript libraries