The Huffington Post is trying to monetise its overseas audience, enlisting AdGent 007 to sell localised ads to readers outside the US.
The “internet newspaper” may be highly US-centric but its publishing model – aggregating leading opinions, insight and news – is attracting admiration in international publisher circles, too. European unique users grew 279 percent to 864,000 in the year to May, including 244 percent growth in the UK to 305,000, comScore (NSDQ: SCOR) told paidContent:UK.
As they scale up online – and, by implication, globally – many news titles have found themselves with accidental audiences outside of their core markets. Why not profit from them?
AdGent specialises in selling those overseas ads and does so for titles including Independent.co.uk, Telegraph.co.uk, LATimes.com and Martha Stewart Omnimedia (NYSE: MSO). At the other end of the scale, this comes at the same time HuffPo has launched a metropolitan US offshoot. Release.