Two of the main Italian publishers, RCS Media Group and Gruppo editoriale l‘Espresso, have signed a deal to confront the sales and advertising crisis and to improve their advertising revenues on the web. The Premium Publisher Network Consortium will offer the advertising market high-performance positioning on the websites of their editorial brands. By creating this network both groups are offering a news communications opportunity that stands alongside the traditional display advertising offered by their ad sales agencies. The two publishers are opening the membership of the consortium to other publishers who own market-established brands.

With this new network, the advertisers will be able to use high-performance text link advertising formats, contextualised to the content and target users, ensuring visibility to a quality audience with premium advertising value. This is one of the first examples in Europe of co-operation between publishers in the Web.

PROS:

- Broad coverage of the online audience in Italy

- Mutual support in times of crisis