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Emap Advertising is launching a trading unit to negotiate

advertising across its magazines, online and radio brands for the first

time.

The new trading team will be headed by Emap Advertising group account

director David Hipkiss, who will become the lynchpin between magazine

sales, led by Theresa Coligan, and radio sales, to be run by broadcast

director Tim Bleakley, the former managing director of Impact. Bleakley

will join the group in January.

Hipkiss will focus on trading airtime and pages for radio and magazine

brands such as Kiss FM, Big City and Smash Hits as well as negotiating

agreements with customers and running internal inventory.

While Emap has made its policy one of cross-media deals to clients,

magazines sales and radio sales have always been kept as separate

operations.

Dave King, managing director, Emap Advertising, said: "We want to

innovate for our customers and, through streamlining, negotiations and

day-to-day trading, we can deliver faster, easier purchasing of our

products."

Hipkiss added: "As agencies concentrate their buying units, they want to

negotiate as efficiently as possible with as few people as possible."