Two rival publishers are to join forces to sell national advertising across their print titles, it was announced today.

National World is to enter into a “strategic partnership” with Reach to sell national advertising to UK media agencies.

It will mean that from next month, Reach Solutions Ltd will represent National World’s print brands for display and public notice advertising to all leading regional and London-based agencies.

National World brands such as The Scotsman and Yorkshire Post will join the “Big City” package which combines the Mirror titles and Reach’s leading regional dailies, including the Manchester Evening News, Liverpool Echo and Birmingham Mail.

In a separate deal, National World has also established a joint venture with Axiom Media Holdings Ltd to sell advertising on its websites.

Two two partnerships mean National World is terminating long standing business relationship with Mediaforce which currently handles national advertising for the publisher.

National World said in a statement: “As previously announced National World has now formally entered into two new strategic partnerships for its digital and print advertising sales, as part of its strategy to localise, energise, digitise and monetise relevant and unique content and grow the Company’s audiences.

“The Company has now finalised details of a strategic partnership with Reach plc, to sell national advertising to UK media agencies. From 1 October 2024 Reach Solutions Limited will represent the
Group’s print brands for display and public notice advertising to all leading regional and London-based agencies.

“Alongside the enhancement of its print advertising operations, the Company has established a joint venture with Axiom Media Holdings Limited, called Axiom Media Alliance, (“AMA”) to market the Group’s digital assets to advertisers.

“Led by Axiom’s Chief Executive, Jeremy Lawrence, AMA will serve as a specialist, dedicated, independent sales house to market the Group’s unique mix of content and audience reach to high-quality advertisers. Axiom already markets National World’s video inventory.”