These days, the whole nature of competition in the print market is being re-evaluated. Netimperative.com reports that Italy’s two biggest newspaper companies, RCS and l’Espresso, are joining forces to create an advertising consortium to counteract falling revenues. The pair represent 40 percent of the Italian online ad market, according to Audiweb, and the Premium Publisher Network goes live this summer, based on a performance-related ad model. Both companies will continue to commission their own display ads and the network is open for other companies to join.
It’s another example of how print-based publishers are being forced to collaborate to beat the combination of a long-term decline in circulation revenues and the economic downturn. Others include Independent News and Media moving its UK newspapers into DMGT’s London offices and Telegraph Media Group outsourcing the printing of some of its newspaper sections to Pagesmasters , a company owned by the Australian Press Association.