Times Internet Ltd has tied up with American publishing house Crain Communications to launch the digital version of Advertising Age (Ad Age) in India, the two companies said on Thursday.

Times Internet is the digital arm of media company Bennett, Coleman & Co. Ltd (BCCL). Founded in 1930, Ad Age delivers advertising, marketing and media news through various platforms including a weekly print product.

The New York based-Ad Age is among the leading global media and marketing magazines known for its original rankings on global marketers, media companies and its annual agency report. Its parent Crain Communications brings out other trade publications such as Autoweek and TelevisionWeek. It also publishes a few city-based business newspapers such as Crain’s Cleveland Business, Crain’s Chicago Business and Crain’s New York Business.

The alliance is a part of the Times Local Partners, a business unit of Times Internet that partners with global digital companies and helps them launch in India, the Asia Pacific and the Middle East. Ad Age joins a growing Times Local Partners portfolio, which has already rolled out the Indian editions of Gizmodo, Lifehacker, Techradar and Business Insider, among others.

Anurag Batra, chairman of exchange4media group, which runs a website that covers news related to the media and advertising industry, said there is little room for more such publications.

“Advertising and media is a very tough space to be in. We welcome competition. We have built leadership and we’ll try harder to maintain it."

When it launches in India, Ad Age will compete with other online media and marketing news brands such as exchange4media, agencyfaqs and Campaign India.

“India has emerged as one of the world’ fastest-growing ad markets with a vibrant and innovative community of advertising, media, and marketing leaders," said Allison Arden, vice-president and publisher of Ad Age.

Puneet Singhvi, business head, Times Local Partners, said: “Ad Age has achieved an iconic status among the media and marketing community globally and we look forward to creating a strong platform for the fraternity through Ad Age India…We also plan to roll out the regional versions of the highly revered Ad Age Lists soon. "

Times Local Partners will put together an editorial and insights team to publish local industry news, trends and analyses alongside the global coverage of strategic topics for marketers and media.