Through the partnership, The New Age will be able to draw on the considerable resources of an established sales base using the very latest in ad-serving technology through ADTECH IQ.

Speaking of the deal, Primedia Online CEO, Tanja Lategan said, “We are thrilled to begin this partnership with a vibrant, dynamic publication in a rapidly developing market."

Providing strong, unique, independent, and most importantly relevant local and global content, The New Age has managed to carve itself a loyal reader base in the South African market.

Dash of lime – the joint sales and commercial arm of Primedia Online and 365 Digital– positions itself as the largest premium display publisher network in South Africa. Dash of Lime offers an end to end solution for publishers starting with the integration of a world class advertising technology (ADTECH IQ), through to all encompassing ad operations, to a nationally represented sales team.

Recognising the growing relevance of mobile advertising in the South African market, the New Age has also contracted Dash of Lime to manage its mobile platform. The continual enhancements to the ADTECH IQ technology now offers us a fully integrated, cross platform solution which supports the latest in mobile ad serving types.

Susan Hansford, Primedia Online's business manager added, “Whilst continuing with existing ad formats, we will also begin aggressively pushing new innovative formats which we have found to be extremely engaging to consumers, and beneficial to both publishers and advertisers.”

Nazeem Howa, CEO of the New Age, said of the deal, “With unmatched expertise garnered through years of experience in the digital industry, Primedia Online’s ability to provide a fully flexible service based on our specific requirements made them the obvious choice when it came to choosing a partner to guide us in the digital sphere.”

The New Age, launched in 2010 has brought a fresh look and feel to the daily newspaper segment in the country and now boasts of presence all across nine provinces. It’s consistent coverage of the latest and panache for breaking stories made it one of the fastest growing dailies in the country. It appeals to a broad readership most of which is educated, working and urbane (LSM 5 and above).

Advertising enquiries can be made through Primedia Online’s sales division, Dash of Lime at www.dashoflime.co.za or on 021 486 6900.