Vio claims that Adsend, which is a browser-based system modelled on Websend's technology, could reduce the cost of placing an ad by as much as 90% against rival systems.

Gavin Page, European sales director at Vio, said: "Adsend will be 50% cheaper on average than any other comparable system, and could be more than 90% cheaper for files delivered to overseas titles.

"Other systems charge by ad size, so a full page ad could cost from £20 upwards. We have taken this variability out and will only charge a flat fee."

Customers of Vio's existing ad delivery systems are currently being migrated to the Adsend system ahead of its official launch on 2 February 2009.

Managing director Chris Friend described historic pricing models, which charge based on the size of the ad, as "outdated" and added that they bore little relevance today, due to the advances in technology.

Adsend will charge £4 to send an ad of any size to any one of more than 10,000 publications worldwide.

Page said: "Technology has evolved to such a level that traditional models for charging for ad delivery are simply no longer relevant. Why should a company pay more for submitting a full-page ad than a half or quarter-page one?"

Ian Hudson, production director of Hogarth Worldwide, described the move as "a significant development for the industry and an important development from Vio".