AOL Time Warner, the parent company of IPC Media, is due to announce the creation of Time Warner Advertising Council, as it attempts to aggressively push cross-marketing deals.
It is understood that the council will include executives from both companies to drive growth opportunities across platforms. The council, according to sources, will better leverage the portfolios of brands between the two companies that have so far failed to strike major cross platform deals. The deals so far have included AOL CD-ROMs being given away with magazines.
However, the two companies already share content on websites and preferential subscription rates for IPC titles can be bought on the AOL websites.
IPC Media portfolio includes over 90 magazines; and AOL Time Warner properties include Turner Broadcasting System, New Line Cinema and Warner Bros Entertainment.
AOL Time Warner bought IPC Media for £1.15bn in 2001.