In the heart of Ireland, Mediahuis has long been a trusted name in newspapers, classifieds, and local announcements. For generations, births, deaths, and marriages weren’t just business; they were a public trust, a reflection of community life. But as digital disruption reshaped the media landscape, Mediahuis Ireland faced a critical question: how could it honor tradition while embracing the future?
The answer came through a strategic partnership with Lineup Systems, a move that transformed not only workflows but the very way Mediahuis connects with its readers and advertisers.
Facing Change Head-On
Over four years ago, Mediahuis Ireland began exploring ways to modernize. “We didn’t know that Lineup had the solution at the time,” recalls Paul Muldoon. While other providers came calling, it was Lineup’s demo that brought the possibilities to life.
Lisa Mulholland adds: “It was out-of-the-box, but we were able to develop it into what we wanted, you can mold it into whatever you need”. What began as a booking platform became a true partnership, built to adapt and grow.
Choosing Lineup wasn’t just about software, it was about flexibility and structure. By integrating Adpoint as their booking system, Mediahuis made the transition seamless, ensuring continuity while embracing a more digital workflow.
Digital transformation always comes with its challenges. For Mediahuis, one of the biggest pressures was the sheer volume of calls the sales team had to handle. With staff geographically scattered , serving national titles efficiently felt nearly impossible. But with Lineup, what could have been a major operational bottleneck became a seamless transition, turning potential chaos into a smooth, well-coordinated workflow. Muldoon explains: “If we didn’t have your adnow, our Sales team would not have been able to cope with the volumes of phone calls and emails.”
Measurable Results
It’s important to highlight that even in a digital-first environment, Mediahuis never lost its human touch. At the same time, accuracy improved and errors significantly decreased. Muldoon illustrates this with death notices, where customers now invest more care than ever: “It can be devastating if a notice is wrong, especially in a memoriam. That responsibility used to weigh heavily on our team, but now our system provides a safety net.”
The numerical impact was also very quickly apparent and impressive:
- 50–60% of all classified ads now processed digitally, maintaining steady adoption. 100% for key categories—death notices, planning, recruitment and lineage.
- €3 million in revenue generated within a year.
Customer behavior shifted too. Lisa notes: “A good majority of our bookings now are over the weekend…people are not restricted to nine to half five…they’re at home, taking their time, putting their soul into their advert.”
Shifting Mindsets
The biggest challenge wasn’t technology, it was people. Lisa explains: “The key milestone in terms of the team is changing the mindset. But once momentum took hold and customer confidence was visible, everybody’s mindset changed and everyone was very positive.”
Even long-time staff came to see digital tools as allies rather than threats, freeing time and energy for proactive sales and lead generation.
Digital transformation brought other measurable efficiencies worth pointing out:
- Cost savings from reduced staffing and weekend shifts.
- Improved pipeline visibility and automated reporting for smarter decision-making.
- Achieved and surpassed KPIs across transactions, revenue, and customer satisfaction.
Conclusion: Innovation Meets Tradition
Mediahuis Ireland’s transformation didn’t go unnoticed. The company was shortlisted for the Irish Media Awards and recognized by the International News Media Association (INMA).
With a platform now supporting display advertising and sensitive segments fully digitized, Mediahuis is ready for the next milestone in digital-first media.
Lisa sums it up: “Even the last six or seven months, it’s just one of those things that runs in the background now, where you don’t even have to think about it.”
This Irish story proves that digital transformation doesn’t mean losing tradition, it means enhancing it. By partnering with Lineup Systems, Mediahuis empowered its teams, delighted its customers, and strengthened its business.
Paul Muldoon reflects: “It’s an integral part of our business…to put plans in place to be digital first and to protect the future.”
Discover how Lineup Systems can help your organization achieve the same balance of heritage and innovation— read the full case study here
