IOL deal helped transform Primedia Online as turnover jumps 38%

by Herman Manson (@marklives) Primedia Online is evolving from an online publisher with a sales capacity into a major online sales house following its partnership with Independent Newspapers to take over the sales function of its online properties held in IOL at the start of the year.

The company absorbed the online sales team of IOL and its impact on revenues and the company has been significant says Primedia Online CEO Tanja Lategan.

Lategan has been spending the past year consolidating the business after taking over from Nikki Cockcroft. Sales and traffic staff have been moved into a single space – Lategan says although they have traditionally been seen as two teams their goals are closely aligned in terms of delivering returns to clients. Incentives have been aligned for both teams as has work schedules (same incentive means same overtime when required). Turnover has jumped 38%.

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