The Electronic Telegraph is to sell advertising for Websites other
than its own, effectively launching its own new-media sales house, with
Chelsea Football Club as its first client.
The move coincides with the launch of a Telegraph commercial development
department, which will incorporate all new-media activity. The
commercial function previously sat alongside research in the strategic
The reorganisation follows the departure of Anne Mollen, the former head
of strategic planning, to Express Newspapers (Campaign, 28
Commercial development will be headed by Adam Hitchcox, who previously
reported to Mollen.
The expansion of the Electronic Telegraph sales team’s role comes as the
site launches a new area devoted to Europe this week. It includes a live
poll, a bluffer’s guide, an archive, letters and polemic.
Danny Meadow-Klue, the product manager at the Electronic Telegraph,
said: ’Advertisers were coming to us and asking for strategic advice
about how to find certain types of editorial content to advertise in.
Selling advertising for them is a natural step for the Electronic
Telegraph to take.’