Bauer Media is the latest publisher seeking to make money from foreign web traffic by signing an advertising deal to capitalise on the online audiences of FHM, Empire and Kerrang in other countries.
The magazine publisher has contracted AdGent 007, the US-based advertising company that specalises in selling online adverts for publishers’ non-domestic web readers and which already has deals with Telegraph Media Group and Johnston Press.
AdGent will now approach media buyers, mainly in America, to sell space on Bauer’s flagship sites such as FHM. The company does not publish a group-wide web traffic figure but claims 157 million page impressions a month.
With print display advertising contracting across the newspaper and magazine industries, many publishers are trying to take advantage of an existing foreign online audience, particularly from America.
Cameron Yuill, chief executive and founder of AdGent 007, said: ‘AdGent 007 has created a global market that lets advertisers engage more effectively with their audience by delivering targeted campaigns through quality sites.
‘We are also helping publishers like Bauer unlock the value of the international reach of their websites.”