Future and Yac.com link up in cross-media promotion deal

Future Network has forged one of its biggest deals in a cross-media promotion with net-based telecoms company Yac.com.

Future Network has forged one of its biggest deals in a cross-media

promotion with net-based telecoms company Yac.com.



Future was unable to reveal the value of the deal, which combines an

upfront payment with a bounty based on performance - but it could run to

six figures.



The deal was put together by Simon Hodge, senior ad manager on gadget

magazine T3. It combines 600,000 supplements - 500,000 to appear in

eight Future titles, including T3, PC Plus and Total Film, with the

remainder to be used for direct mail.



There will also be ads in four more magazines, banners, buttons and

e-mail newsletters across Futurenet sites.



The promotion gives readers the chance to win one of 100 WAP mobile

phones.



It is expected to reach more than two million readers and 1.5 million

web users.



Hodge said: ’A colleague attended the Yac product launch in November,

and when I looked at the site I saw that it was a very simple

proposition in a complex environment. I approached Yac at the end of

last year with a complete solution that would put it in front of a wide

target audience.’



Yac gives users a free, unique personal number to which they can

redirect all their calls and faxes via the web or any WAP-enabled

device. Readers have to sign up for a Yac number to be entered for the

competition.



’It’s difficult to say if the deal is the largest Future has ever done,

but it’s certainly one of the biggest over a short period of time,’ said

Hodge.



The promotion runs for two months and started last week. Yac spokeswoman

Nicola Lynch said: ’The deal is innovative in that it combines online

and offline media and has been specifically tailored to reach our target

audience of net-savvy consumers.



’By appearing in magazines like Total Film, we’re not just targeting

web-heads, but general consumers with an interest in the net.’



Piers Mummery, vice-president of business development at Yac, added:

’This campaign is all about intelligent marketing and using our budget

wisely.



’Our investors have just given us a dollars 12 million vote of

confidence - I want to see that money put to its best possible

advantage.’