The Week: Media news - Media trading site created

BBC Magazines, Aegis, Starcom, Initiative and CBS Outdoor have teamed up to launch an online trading platform for offline media that aims to become an online stockmarket for adspace.

The system, called MediaEquals, which will have received £5 million of investment by the end of 2009, will launch on a trial basis as an online platform that allows print, outdoor and radio inventory to be traded. TV and digital space will be added at a later date. Media owners can list ad inventory on the site, and agencies can log on to buy it.