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Just had this through. I had heard that this was going to happen and that it was either going to be Espotting, or Overture. One of my freinds sells in all their magazines and was dying for Emap to get their adverts sorted out accrosss the web. Now he can just go straight to Espotting. I think Emap have some very targeted sites, especially for selling to young males with loads of spare cash!
This does make sense and may be a good plan if they no longer feel that they can go head to head with Google and Overture in the search engine PPC market place. This must be especially the case since they haven't been bought out by one of the big players such as MSN.
Good to see that they are coming up with a survival strategy.
If they covered off every base they could have a wide portfolio that covers almost every Socio-Economic group and cover a lot of the General Interest and Hobby croud too!
Wonder of they could provide selective advertising for only Magazines & media say, this could open up a completely new model for them and for the advertiser.