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In the magazine business, buying and selling ads across international editions has always presented its challenges. Most ad buying is done locally, and magazines often aren't set up to execute cross-title buys. Then there's the difficulty of coordinating across time zones. It’s enough of a hassle, in fact, that most advertisers don’t even attempt cross-country buys. Yet demand for such deals is on the rise as brands try to reach consumers globally while cutting their expenses.
With the launch of a new division, Totally Global Media, Hearst is hoping to solve many of those problems and bring efficiency to buying and ad production, at least on the digital side.