Nokia (NYSE: NOK) is set to cut up to 30 staff from the UK advertising sales team for its Nokia Interactive Advertising group, debuted 12 months ago.

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The handset maker claims 100 million eyeballs and 10 percent clickthrough rates for its Nokia Media Network ad net, which is served up through publishers including Telegraph, Trinity Mirror (LSE: TNI) and Reuters and some of Nokia’s own online services including Nokia.mobi, MOSH and Widsets.

But its statement (via NMA) suggests it’s finding it harder to win advertisers or new publishing partners in the down economy: “As part of its ongoing business review, Nokia has decided that the Nokia Interactive Advertising division should refocus its ad sales and other activities solely on Nokia services, together with some major third-party publishers. As a result of this there will unfortunately be some job losses in the UK office. The worst-case scenario in the UK is that up to 30 people will go, and that’s over half the head count. Nokia is reviewing its business needs and focusing on core needs.”

Trinity Mirror told NMA it’s still on board with Nokia, however. Nokia isn’t getting out of the advertising business altogether:  “Nokia continues to believe that advertising will remain a key revenue generator for the future of internet services, and Nokia Interactive Advertising will continue to offer brands ad opportunities across a growing range of Nokia services.”