A company that provides screen advertising in service stations has expressed an interest in acquiring Buy and Sell magazine, which has been put on the market by Associated Newspapers Ireland.

Captive Audience Display Solutions plc, which trades as C-Ads, describes itself as a "digital media advertising provider", mainly providing advertising on television screens in filling stations.

Last week Associated, which owns the Daily Mail and Mail on Sunday newspapers, said it was selling Buy and Sell, which has a circulation of more than 83,000. Adverts in the magazine are placed for free and its revenues mainly originate from circulation revenue.

Associated, which is part of the Daily Mail and General Trust, is selling because it wants to concentrate on its Irish newspapers.

The company said it wanted to acquire businesses with "established revenues" and an unnamed merchant bank in the UK was willing to fund its bid. Captive hopes to seek a flotation next year.

The asking price for Buy and Sell, including its website, is believed to be €20-€30 million. The sale process is being handled by Merrion Corporate Finance.

A statement from Captive said: "It is the intention of the board of Captive Audience Display Solutions to acquire companies with established revenues such as Buy and Sell with a view to increasing shareholder value. The company has the backing of a leading merchant bank in the City of London".

Brian McDonnell, its chief executive said: "We view the proposed acquisition of Buy and Sell as a potential fit to our business. We believe it offers a perfect synergy between the two companies. The success of Captive Audience Display Solutions growth is based on fast changing market demographics and consumer behaviours, which have necessitated a major shift in how and where marketers communicate with consumers."