Hachette Filipacchi Taps Phase2Media

Magazine publisher Hachette Filipacci Media Monday tapped Phase2Media to sell ads in all of its online publications, and the advertising rep firm is setting up a separate division to handle the business.

The multi-year, exclusive deal calls for the existing Hachette Filipacci online sales team to join the new Phase2Media division, to be called P2M Hachette New Media. Bridget Sheridan Johnson, formerly director, new media for Hachette, will join as vice president, sales and oversee the division. Phase2Media is planning to add additional sales staff to support the business.

The team will be selling ads in Car & Driver, George, Premiere, and Stereo Review, as well as all future online ventures. The representation will consist of banner ads, promotional programs and sponsorships, and e-commerce opportunities.

“This is a groundbreaking development for Phase2Media, and for the Internet advertising industry,” says Richy Glassberg, chairman and chief executive officer of Phase2Media.

“It is progressively difficult for traditional companies to sustain sales organizations for their online divisions in today’s marketplace. Top sales talent is being recruited by dot.com’s and pre-IPO companies, leaving traditional companies with depleted staffs and missed sales opportunities.”

The new partnership extends the relationship between the two companies. Phase2Media currently handles all ad sales for the Elle Interactive Network, the online companion to the women’s magazine. Hachette Filipacci also has an equity stake in Phase2Media, which it took in the fall of last year.

The deal is a coup for Phase2Media, because it immediately helps it boost its size, and gives it a number of name brand sites. The company currently represents americangreetings.com, The Wire: News from the Associated Press, FreeLotto, gURL, Maxim magazine, mySimon and the official site of the Sydney 2000 Olympic Games.