Italian newspapers form online ad alliance

Italy's two biggest newspaper firms have formed an online advertising consortium in a bid to counter flagging print ad revenues. Together RCS and l'Espresso give advertisers access to 40 percent of the online advertising audience in Italy, according to Audiweb Netview, they said in a joint statement on Tuesday. The 'Premium Publisher Network' will launch during the summer 2009. It will use a performance-based model thatcharges advertisers related to readership levels. 

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