ESPN executives are looking to make it easier for advertisers to buy ads on any of the company's media platforms, reports AdAge.

That cross-media focus extends not only to online outlets but also to offline, an area not emphasized by other media companies. By offering advertisers a full slate of options and highlighting its print and TV offerings ESPN hopes to capture more dollars by offering more consumer attention.

ESPN even showed its cross-platform thinking in a new agreement with Page 2 columnist Bill Simmons. In addition to online and print columns, Simmons will now help the network develop sports documentaries. The documentary is a frequent topic of Simmons's columns, where he longs for shows on famous sports blunders or outrageous personalities.