Schibsted, the ambitions Norwegian media group who, some would say, operates in a different league than most other Scandinavian media companies, aims to take a slice of the international ad market by setting up shop in London (via Dagens Media, in Swedish).

To start with, the London office will employ two media sellers primarily selling ad space for Schibsted's Swedish websites, such as business site E24.se. The site is in the process of beefing up its high-end lifestyle section and recently advertised for two new journalists with 'expensive habits' (not that they were prepared to offer a salary to match those habits though).

In the long run, the group, which also owns leading newspapers and websites in Norway, Estonia, France and Spain, plans to expand both the size and scope of its London office, and will try to convince international media buyers to buy into a range of other products.

London luxury beckons
(picture from lovely Petersham Hotel)