Granada Mediasales Satellite & Cable has stormed into magazine
advertising territory to pull off the biggest sponsorship contract in
The division has signed up the car-care manufacturer Tetrosyl - a
long-standing press advertiser - to sponsor its Men and Motors
The six-figure deal is the first major success for Satellite & Cable’s
new-business development team, which was set up three months ago with a
remit to target non-traditional TV advertisers.
It is also an indicator of how tightly targeted satellite, cable and
digital TV channels are starting to emulate specialist consumer
magazines in the eyes of advertisers.
Tetrosyl’s package includes a number of features associated with the
magazine industry, including sponsorship credits, branded promotions and
George Cronk, deputy sales director of the division, said sponsorship
was a good way of getting non-TV advertisers to try out the medium
without having to incur massive ad production costs.
’We’ve looked to develop this area with a number of clients,’ he
’It has given us the potential to tap into revenue streams that non-TV
clients can bring.’
But Rob Croxall, publisher of Max Power, a magazine with a long-standing
commercial relationship with Tetrosyl, was unfazed by the threat posed
’If anything, the part of Tetrosyl that is involved in this sponsorship
is spending more money with us than ever before,’ he said.
’On one hand, television in competition with us and, on the other, it’s
a medium that we could work with.
’The internet poses more of a threat to our advertising - but it’s all
going to blur as soon as digital television takes hold.’