Italian newspapers form online ad alliance
- Added:
- Jan 16, 2009
Italy's two biggest newspaper firms have formed an online advertising consortium in a bid to counter flagging print ad revenues.
Together RCS and l'Espresso give advertisers access to 40 percent of the online advertising audience in Italy, according to Audiweb Netview, they said in a joint statement on Tuesday.
The ‘Premium Publisher Network’ will launch during the summer 2009. It will use a performance-based model thatcharges advertisers related to readership levels.
RCS and l'Espresso will continue to offer online display advertising separately. The Premium Publisher Network is open to other editorial groups to join.
RCS MediaGroup and Gruppo Editoriale l'Espresso said the move was the first of its kind in Europe and is similar to ad models already being adopted in the US, such as quadrantONE, a consortium of 800 newspaper sites that work with Yahoo.
