NEWS: Guardian to launch Net magazine with Whitbread backing

The Guardian’s New Media Lab is set to unveil a weekly lifestyle magazine on the Internet, which will be sponsored by Whitbread.

The Guardian’s New Media Lab is set to unveil a weekly lifestyle

magazine on the Internet, which will be sponsored by Whitbread.



The magazine, Shift Control, will be published each Friday from 4

October and will comprise entirely original material commissioned

especially for the Net.



It will include a daily satirical animation, By-Products, a creative

writing area, Write out of Control, and a weekly essay followed by an

online debate.



The sponsorship deal with Whitbread, which is working on the project

with its media agency, Motive, will seek to integrate advertising with

editorial using individual Whitbread brands to support different

sections of the magazine. The site will shun traditional online

advertising, such as banner ads.



Robin Hunt, the head of the New Media Lab, said: ‘We are making the ads

in-house at the Lab. We see ads very much as part of the content and if

you have bad advertising on the site it brings down the whole product.

There is a lot of bad advertising on the Web and we have worked hard to

get around that.’



John Derkach, marketing director at Whitbread Beer, said he was

attracted by the chance to be involved in a site that was not dedicated

to advertising its brands. He commented: ‘Instead we opted to create

something that would be more engaging and intelligent in its approach

and we feel we achieved that with this sponsorship.’



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