European newspapers join forces in online ad network
By Leah McBride Mensching, Thursday 26 July 2007 at 21:34 :: Advertising :: #331 :: rss
U.K. newspaper publisher DMGT and its subsidiary, Associated Northcliffe Digital, have signed with Tomorrow Focus, a German digital content company, to sell advertising on the Internet across a European advertising network.
The network calls itself Premium Publishers Online, and connects Spain's El Mundo, France's 01net and 01men, Holland's Telegraaf Media Groep, Agora Group and Poland's Gazeta. They will offer advertisers campaigns spanning the continent to reach up to 40.2 million users in eight European countries.
Associated Northcliffe Digital, which operates sites including DailyMail.co.uk and ThisIsLondon.co.uk, will have sales staff selling ad inventory into the network from London, paidContent reported.
As newspapers begin to realise they can profit from their editorial clout, more are creating their own ad networks.
Last week, The Guardian announced it would partner with Adify, which also partners Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, MediaNews Group, RP Online and Comcast Corporation, among others, according to the company's Web site.
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