The World: Copenhagen - EBay in EUR280m deal to purchase Den Bla Avis

EBay has purchased Den Bla Avis, Denmark's largest small ads company, for EUR280 million.

The deal includes the free paper version of Den Bla Avis, which attracts around 500,000 readers across the country, and the websites and, which together are viewed 206 million times each month.

The newspaper, which was founded in 1981, went free in February 2007.

The company launched its website in 1995, which soon helped Den Bla Avis to become the dominant player within the Danish small ads market.

EBay plans to keep the current brands and the company's four regional offices within Denmark.