TC Media has taken over sales duties for the Canadian inventory of Hearst Digital Media-owned sites Elle.com, Elledecor.com and WomansDay.com.

And while the US arm of the Elle brand is a new addition to the TC Media online portfolio, the media co is also the publishing partner of Elle Canada and Elle Quebec. This makes the agreement not only a natural fit for the media co, Andrea Fernandes, VP, 360 solutions and digital sales, TC Media tells MiC, but it also allows its clients to integrate on a more established site that has more room for sponsorship.

“The site is a little more robust than Elle Canada, they tend to focus a lot on large-scale telecast shows like fashion shows and events that we can now tap into for sponsorships,” she says. “[And] we were sometimes limited by reach, whereas now we can increase that reach within that same brand that our advertisers are accustomed to.”

On the heels of the agreement with Hearst Digital Media, TC Media has also struck a rep deal with Homes Publishing Group, giving the media co advertising responsibilities for Activeadultmag.com, Condolifemag.com, Homesmag.com, Renoanddecor.com and Movingto.com.

Fernandes says that the new online additions allow TC Media to expand its offerings into the “home and garden” category. The media co wasn’t lacking in offerings focused on home décor before the deal was made, as it was handling ad sales for Canadian Living and Style at Home. But there was an absence of content that focused on purchasing homes, she explains, adding that the Homes sites fill that void.