Venerable broadcast advertising firm Petry Media is making the jump to online ad sales with the creation of Digerati iSales.

The digital sales division will focus on selling ads on behalf of television station websites around the country, ClickZ reports. The company views the move online as a natural evolution in media sales. Petry originally sold radio ads, then television.

"Selling broadcast has been our bread and butter for the last 50 years, and we're starting with what we know best," said Lekaha Rao, director of public relations and advertising for Petry. "But as we grow, and we expect to grow fast, who knows?"

In preparation for the new division's launch, Petry has developed a proprietary sales and online inventory management system that links the advertiser and the television station's website to Digerati's order processing and billing software.