A new online portal for advertisers and agencies has been created by Hearst Magazines intended, AdAge reported Friday. The portal, which is the only means through which Hearst will accept ad submissions, is meant to standardise ad formats, making them more easily placed throughout the company's publications.

Hearst hopes the new submission policy will lend itself to less rigidity regarding the time frame in which ads can be accepted for upcoming issues. The company already reports successfully cutting the lead time for ads from 48 to 28 days for it's title Cosmopolitan, and is hoping to see more improvement when the portal is fully activated this summer.