GloucesterTimes.com, Gloucester, MA

Business

February 12, 2013

Business briefcase

MPN offers pre-roll advertising program

Newspaper affiliates of the Gloucester-based Media Program Network (MPN) food and lifestyle video and content services are now able to sell local pre-roll video ads. Newspapers keep 100 percent of the revenue they sell. They also pay nothing for the service, which is distributed through a barter syndication arrangement.

“Our existing and new affiliates told us that they need to go beyond the banner ad in order to make their digital service pay off. We heard that loud and clear,” said MPN President Joe Langhan in a statement. “It is a major change in the service and required changing our business plan as well as our content management system.”

The service currently has nearly 600 cooking, wine and beer videos that create a virtual TV cookbook online.

“The new program allows newspapers to compete directly with local TV and cable systems for the ‘TV’ ad dollars,” said Rich Wadman, chief operating officer at MPN, in a statement.

If an affiliate does not have a video advertiser they can still use the advertising to promote their other services, such as subscriptions, coupons or classified ads.

“Like a TV network or station, they should never let a promotional opportunity go to waste, and we will work with them on that,” said Langhan.

There is no limit to the number of different commercials that can run at once. Several newspapers have signed up to carry the service.

Lahey Health names executive team

Lahey Health has promoted five to its senior executive team.

Gregory Bazylewicz, MD, of Manchester will serve as Lahey Health chief network development officer; Derek C. Bellin will serve as Lahey Health vice president for institutional advancement; Pauline M. Pike will serve as Lahey Health vice president for business development; Donald Snell will serve as Lahey Health executive vice president and chief operating officer; and Mary Anna Sullivan, MD, will serve as Lahey Health chief quality officer.

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