Big Distribution Win for Espotting

Espotting media has struck a deal with Emap PLC that will deliver its paid listings to the U.K. media company’s online properties.

Under the deal, the European paid placement service will see its contextual ad listings appear on both the search and content pages of a total of 15 sites generating approximately 60 million impressions per month.

Emap is a major U.K. media conglomerate, with a roster of publications that includes “lad mag” FHM, Smash Hits, New Woman and 12 other titles, along with their corresponding online destinations.

The relationship marks the first time Emap has worked with a paid listings provider. The company said it chose Espotting due to its “successful history of content implementations [which] allows us to seamlessly integrate relevant content whilst staying true to Emap’s many brands.”

In addition to providing contextual listings, Espotting will power the search functionality on Emap’s Web sites. Listings will be customized to each site, appearing alongside editorial content.

Espotting is still theoretically preparing to be acquired by U.S.-based second-tier search player FindWhat.com. That merger was originally announced in June 2003, but FindWhat delayed its move in September after finding inconsistencies in Espotting’s financial reporting. Many assumed the deal was off.

The next two weeks may finally bring resolution of one sort or another to the companies’ suspended plans, since the FindWhat recently said it would make an announcement about the status of the deal by January 31.