U.K.'s Telegraph Newspaper to Monetize International Audience

U.K. publisher Telegraph Media Group (TMG) is following its competitors’ lead, and seeking to monetize the non-U.K. readership of its main online property, Telegraph.co.uk.

According to MAD.co.uk, the group has signed a deal with global ad sales house AdGent 007 to sell its non-U.K. inventory to international advertisers.

Measurement firm ABCe says around two thirds of Telegraph.co.uk’s 18.4 million unique visitors in May came from outside of the U.K.

Brian Harrison, digital director of Telegraph Media Group is reported to have said, “This deal is about gearing up to monetize this audience and begin exploiting the opportunities of overseas markets.” He added that users in the U.S. make up the majority of the sites non-U.K. readership.

Harrison also hinted the deal could lead to the creation of specific content and features tailored to overseas users.

TMG competitors Times Online and the Guardian Media Group (GMG) both made similar moves recently. Times Online opened a U.S. sales office, while GMG signed a deal with Reuters<./a>, allowing it to sell its U.S.-aimed online inventory.