Advance Publications Invests in Real Media Inc.

Real Media Inc. in New York City signed a strategic relationship deal with Advance Publications Inc., publisher of magazines, newspapers, and Web sites, in a deal that includes an unspecified equity investment.

Real Media President Dave Morgan said the move is part of a series of key relationships designed to cement the company’s position as a player in the Web ad business.

Other recent deals include a partnership with Knight Ridder New Media to help expand its Real Cities network. In addition, Real Media has partnered with Netscape to allow Real Media’s Open Ad Stream to be the fully integrated ad management software for Netscape’s Publishing XpertTM 2.0 and have also paired with Lexis-Nexis to provide ad management software and exclusive ad sales representation.

“When a company like Advance Publications joins the likes of Knight Ridder, Netscape and Lexis-Nexis in endorsing your corporate vision and plan to bring national advertising to local Web sites, it renews our commitment to make it happen,” Morgan said. “The investment and the nonexclusive representation agreement will allow Real Media to pursue its strategy of aggregating newspaper Web sites for national and international marketers.”

Advance Publications, through its Advance Publications Internet online division based in New Jersey , becomes the second minority investor in Real Media, joining Swiss media conglomerate PubliGroupe. Advance Publications Internet is associated with the Newhouse Newspapers group, which publishes 22 newspapers.

The agreement calls for Real Media to represent Advance Publications Internet local Web sites for national ad sales. These sites include New Jersey Online, Cleveland Live, Michigan Live, Alabama Live, Oregon Live, MassLive, and two New Orleans sites, www.nolalive.com and www.loveneworleans.com.

Real Media said it will also use Journal Square Interactive, an affiliate of Advance Publications Internet, to create custom content sites and networks to enhance Real Media’s IMPACT programs. Real Media’s IMPACT programs create sponsor-owned mini-sites that feature customized content and user interaction.

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