Transcontinental Media has announced the launch of a digital representation house, partnering with North American publishers to sell to advertisers.

The company launched by announcing a partnership with online publisher Demand Media, which operates sites including Ehow.com, Livestrong.com and Cracked.com. “This launch is a great consolidation of activities, it expands our reach and audience,” says Transcontinental vice president, digital Dominique-Sébastien Forest. “We had about five million unique visitors, we are now reaching about nine million.”

Forest says publishers have been receptive to Transcontinental entering the market, with many calls for representation since launching the digital advertising representation house. “In the next couple weeks we will announce about six other deals,” he says.

Transcontinental Media publishes magazines including Canadian Living and The Hockey News.