NEWS: IBM teams up with Financial Times for multimedia launch

The Financial Times has brokered a far-reaching deal with IBM that is expected to be the first of a number of groundbreaking multimedia advertising projects.

The Financial Times has brokered a far-reaching deal with IBM that is

expected to be the first of a number of groundbreaking multimedia

advertising projects.



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

advertisements.



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.’