APN to merge local online and print sales

Tim Burrowes

June 10, 2010 1:09

Three years after unbundling its print and online advertising sales, APN is to return to a joint sell to local advertisers.

Warren Lee, APN Online’s CEO for Australia and New Zealand, told Mumbrella that while specialised digital staff will continue with national sales to agencies, the move is intended to generate more online spending by smaller local advertisers not currently using the medium.

The publisher’s network of sites feature new ad spots for local advertisers. Rather than following the traditional online cpm model, the spots will mainly be sold for periods of time, in a bid to make the sales process closer to that of the more familiar one to small advertisers of buying print ads.

APN_local_advertiser_positions mumbrella Lee said that the strategy of separate sales teams had been the right one at the time: “Online needed time and space to grow and build critical mass. It’s successfully done that and can now form part of an integrated business.”

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Tim Burrowes

I write about the world's media and marketing industry from an Australian perspective Australian lens. I've worked in the UK, Middle East, Asia & Australia. I founded Mumbrella, which we sold in 2017.