The leading British media group, Emap, has entered the Irish magazine sector for the first time and will now accept Irish advertising in three of its major titles.

Emap has appointed Principal Media, a Dublin-based advertising sales house, as its exclusive agent to sell advertising for Heat, FHM and Closer magazines.

Future editions of the magazines sold in Ireland would include Irish advertising copy, said Mr Joe Toomey, managing director of Principal Media. Irish companies would also be approached about sponsorship opportunities and possible involvement in competitions. Irish inserts would also be possible, he added.

However, there are no immediate plans to include Irish editorial. The commercial arrangement between Principal and Emap was not disclosed.

Mr Toomey declined to comment on whether Emap might also start seeking advertising for its large number of digital TV channels. Another major media group, Viacom, is currently offering space on Nickelodeon and MTV to Irish advertisers.

Emap is one of the FTSE's 100 largest companies. In the year to March 31st, 2003, it reported turnover of £967 million sterling (€1.4 billion) and an operating profit of £191 million sterling (€287 million).

FHM is a monthly men's magazine and Mr Toomey said sales for Ireland come to about 24,000, with 112,000 readers. The other two titles, Heat and Closer, are celebrity-based titles. Heat has Irish sales of about 38,000 and 120,000 readers. Closer has about 24,000 sales and 75,000 readers.