LONDON: Some of the UK's largest national newspapers are working together on a trial scheme through which they will jointly sell advertising space for the first time.

In an initiative developed by the Newspaper Marketing Agency, advertising packages covering various competing publications will be available during the annual Wimbledon tennis tournament, which starts in June.

Among the members of the programme are the Daily Mail, Daily Mirror, Daily Telegraph, Guardian, Independent, Sun, The Times, and their Sunday equivalents.

It is hoped that the platform will lead to more attractive media rates, thus securing greater interest from brand owners which otherwise may not seek to buy print ads.

Additional advantages incorporate providing a streamlined way to purchase and pay for inventory across a range of newspapers.

Simon Kilby, sales director at Guardian News & Media, told Marketing Week: "This is about bringing new clients and more money into the newspaper sector.

"Different newspapers have different issues and pressures but we have worked well as a group on many projects over the past few years. This is just the latest."

Looking forward, this idea could be revisited for the 2012 London Olympic Games, being held in London, as well as during the festive period.

Data sourced from Marketing Week; additional content by Warc staff