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Well, if you’re not making huge amounts from your own web ads, why not sell other people’s, too?
Mail Online publisher DMGT is strengthening its recently-struck partnership with Independent News & Media by having its Associated Northcliffe Digital unit sell ads in to unsold space on Independent.co.uk.
INM combined back-office functions like IT and payroll systems with DMGT to save costs in April, moving in to its Kensington office. Now it’s also handing the web sales ops for unsold space over to the company, taking it from AdLink, which will continue to sell other Independent.co.uk spots, MediaWeek reports.
It follows last week’s announcement that AND will sell Hellomagazine.com’s ads – said by AND’s commercial director (via MediaWeek) to be “”part of a wider strategy from A&NM/D to compete against the portals and networks”.
AND swung to a £1.6 million operating loss from a £2.2 million operating profit in the six months to March – thanks partly to fewer ad sales but mainly to a marketing campaign for recruitment site Jobsite, which the company says has worked. New AND CEO Richard Titus last month told me he wants to play to the local strengths of Northcliffe’s local advertising operation.