Classic FM has signed a £1m deal with greenfingers.com, the
online gardening mail order service, to swap gardening content in
exchange for airtime.
GWR will grant green fingers.com a weekly on-air feature from
mid-December, while greenfingers.com will provide programme content to
com and the gardening feature on Classic's current affairs radio
programme, Classic Newsnight.
The deal was negotiated by greenfingers.com's marketing team and Ecast
commercial director Brian Vallis for Classic FM.
Simon Ward, new media and digital director at GWR, said: "We want to
extend our radio success to our website by giving users the kind of
content they want."