Times Media is understood to be planning to win advertising revenue from the Financial Times, by working with News Corporation sister title The Wall Street Journal to offer global advertising opportunities.
The plan, understood to still be in discussion stages, would see the two titles work together to attract advertisers interested in booking global or regional press campaigns. It is not known if the tie-up would include websites.
The WSJ publishes US, Asian and European editions. Similarly, the FT is available in the UK, Americas, Europe and Asia.
Last week, WSJ.com was relaunched to include a new layout, different content and the introduction of a video player and interactive graphics. The changes have also led to the addition of new advertising inventory.
According to research by BBS, which is widely used by newspaper publishers, The Times and The Sunday Times and their websites reach 42% of business people in the UK. The Financial Times and FT.com reach 19%. The report also claims that Times Media reaches 81% more board directors than the FT and FT.com.
News International was not available for comment as Marketing Week went to press.