The Financial Times has brokered a far-reaching deal with IBM that is
expected to be the first of a number of groundbreaking multimedia
The FT has developed a package that enables IBM to advertise in the FT
newspaper, on its Website and on its television business news service,
FTTV. The deal brings together not only the FT newspaper but FT New
Media sales, IBM Europe, Middle East and Africa, and IBM New York. Media
buying is by the Network Europe.
The arrangement got under way last week when IBM took a four-page bound-
in insert in the June FT IT supplement which explained its network
computing capability. This was then converted into an ad for the FT
Website, at www.ft.com.
In addition, IBM set up a live audio facility via the Internet that
enabled FT.com users to listen in to an IT conference that took place
last Friday in London featuring Sir Peter Bonfield, the chief executive
of BT, among others.
FTTV broadcast the conference this Friday, complete with IBM spot
Furthermore, IBM is sponsoring the FT’s coverage of the Olympics through
a specially formatted page. FTTV will also carry Olympic news bulletins
during which IBM will advertise.
Tony Blin-Stoyle, planning director at FT Media, said: ‘I am pretty sure
this is unique. Others like Time Warner have tried putting together
targeted multimedia packages but they are hitting a wide audience. IBM
is after a discreet audience and that is something we can offer.’