How can high-premium news providers battle for ad revenue when they’re now facing social media behemoths like Google, Facebook, Twitter, and LinkedIn?

As the old adage goes, “strength lies in number”, and that’s exactly what the Guardian, CNN International, Financial Times, Reuters and The Economist will do, band together to form an “ad alliance”.

The new platform will be called Pangaea, the Greek word meaning “all Earth”, the primordial continent from which all land then separated down the millennia. What’s in it for all shades of advertisers and digital hawkers? No less than 110 million readers worldwide that the executives of the five major media consider “A-level” individuals with loads of disposable income.