The Norwegian media group Schibsted plans to create a presence in the international ad market by opening shop in London, according to a Swedish newspaper.

The London office will hire two media sellers in charge of ad space sales for Schibsted's Swedish Web sites, such as business site E24.se.

This site is currently strengthening its high-end lifestyle section, and recently advertised for two new journalists with “expensive habits,” Kristine Lowe reports in her blog.

Schibsted is the owner of several leading newspapers and Web sites in Norway, Estonia, France and Spain. In the long run, it plans to expand both the size and scope of its London office, and will try to attract international media buyers to buy into a range of other products.