The deal is likely to include a range of marketing opportunities such as sponsorship and promotions. Advertisers in any of Hachette's titles will have the opportunity of promoting themselves on the website, thereby broadening reach to teenagers. Current Hachette title advertisers include Coty, Procter & Gamble, L'Oreal, Skechers, Adidas and the COI.
The relationship also aims to drive readers of Hachette titles such as Sugar, TV Hits and ElleGirl to and vice versa.
Charlie Redmayne, managing director of mykindaplace.com, said: "More and more advertisers are now looking for truly integrated solutions -- when marketing in the teen space, this must include the internet. Sugar and mykindaplace.com dominate these sectors -- bringing them together into one sales offering will be exciting for advertisers and can only make both companies stronger."
Mykindaplace.com also recently partnered with survey specialists YouGov to launch a market research panel to collate the views of teenage girls in the UK. The panel will be able to tap in to a pool of more than 3,000 users of the site, with mykindaplace.com planning a series of market research projects over the next few months.
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