AAP to Sell Media Monitoring Arm to iSentia

News provider Australian Associated Press (AAP) is planning to sell its media monitoring business to media intelligence group iSentia (formerly known as Media Monitors). Terms of the deal have not been disclosed.

iSentia provides Internet monitoring, media intelligence, press monitoring and many other media evaluation and analysis services through a network of agencies. These include print, broadcast and Internet monitoring specialist China Clipping, online and social media analysis firm Brandtology, media intelligence and quant analysis company MediaBanc, advisory and analysis company 360m, Australasian monitoring firm Slice Media, and social media agency Two Social.

The transaction agreed between AAP and iSentia is subject to approval by the Australian Competition and Consumer Commission, and the latter's CEO John Croll (pictured) says that if the deal goes ahead, it will involve his firm purchasing AAP's client relationships and working with these clients over a three-month integration period.

'The addition of these new clients in Australia and New Zealand will allow us to continue to invest in our services and remain the region's leading service company in the media intelligence space,' Croll states: 'As a result of this exciting combination, clients will see continual enhancements to the quality and range of the tailored services that we offer.'

In a statement, AAP said that sale will enable it to focus on and expand its core editorial business.

Web sites: www.aap.com.au and www.isentia.com .