UK company Iliffe News and Media announced it has hired sales house Amra, owned by UK publisher Trinity Mirror, for its advertising ventures across the publications it has recently bought, Brand Republic reported Tuesday.

Iliffe Chief Executive David Fordham said he is satisfied with the job that Amra was already doing with the titles and has no objection to the sales firm to continue selling ads for the papers.

Last week, Iliffe acquired from Trinity Mirror the Northampton Herald & Post, the East Northants Herald & Post Series, the Brackley & Towcester Herald & Post and the Market Harborough Herald & Post, which have a combined distribution of 113,000, according to Press Gazette.

However, while Iliffe and Amra have a "long-term" business agreement with each other, sales may be "consolidated internally" at some point in the future, Brand Republic reported. Sales firms Claxons and Media Force may be potential candidates in addition to Amra.

"Despite the current challenging market conditions, we firmly believe in the long term future of local media and by acquiring these titles we will significantly enhance our publishing business," said Fordham.