Carlton Communications and WH Smith have struck a deal in which the
retailer will receive pounds 15 million-worth of free airtime.
The two have linked to cross-promote their online businesses, with
Carlton pledging to promote WH Smith through all its media assets,
including its three ITV regions and cinema advertising business. Carlton
will sell the advertising across both companies’ websites and provide
the online content.
For its part, WH Smith will promote Carlton.com through its websites and
in its 700 UK stores, which are visited by eight million customers each
week. The retailer will also handle Carlton’s e-commerce, providing
administration and goods delivery.
Carlton and WH Smith will share the risks and rewards of the venture, a
strategy that differentiates the agreement from similar e-commerce
alliances that are based on commission.
WH Smith chief executive Richard Handover said: ’This alliance will
transform the scale of WH Smith in the online market. Carlton’s
advertising will give both our businesses access to millions of new
Michael Green, chairman of Carlton, said: ’This is a powerful
Carlton brings online content, mass-media promotion and interactive
potential, while WH Smith has a huge retail presence, strong e-tail and