• Folio, Tuesday, June 9, 2009 9:30 AM

Martha Stewart Living Omnimedia has developed an in-house ad portal that provides advertisers with efficient delivery and receipt of advertising materials. The portal has tabs for all of MSLO's magazines. It allows the publisher to receive and transfer ad files "almost instantly," says Dora Cardinale, executive vp. "We can push ad extensions even closer to press time than we have in the past," she notes.

While other publishers have signed deals with Web-based ad portals to manage their ad traffic, MSLO began developing the portal about six months ago using an open-source platform. After a soft launch in May, MSLO's portal debuted in early June.

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