Classic FM to trade airtime for content with gardening site

Classic FM has signed a £1m deal with, the

online gardening mail order service, to swap gardening content in

exchange for airtime.

GWR will grant green a weekly on-air feature from

mid-December, while will provide programme content to

both classicfm.

com and the gardening feature on Classic's current affairs radio

programme, Classic Newsnight.

The deal was negotiated by'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."


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