British Invasion: The Sequel

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Bucking the trend of retrenching by news organizations, BBC.com is bolstering its Washington, D.C. bureau with 10 journalists devoted to covering U.S. politics, general news, entertainment and sports,  Ad Age reports.

Hewlett-Packard will be an advertising launch partner for BBC.com, which  boasts an in-house sales force of 25, based in New York, Chicago, San Francisco and Los Angeles.  According to ComScore, BBC.com attracts 17.4 million U.S. readers.

BBC Worldwide, the parent of BBC.com and BBC Worldwide America, generated $1.6 billion in revenue last year. As a public trust, the BBC website can't advertise on United Kingdom-based computers, but that restriction does not apply to non-Commonwealth outlets, such as the U.S., a major source of ad revenue.  The Ad Age story quotes a BBC.com vice president, who claims the subsidiary tripled its ad revenue last year.

Jolly good.