CNN, IDG Sign $50 Million Marketing Pact
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The CNN News Group and IT media and information services company IDG signed a marketing and cross-promotion alliance valued at $50 million that includes CNN taking a minority stake in a new, unspecified IDG online company.
The new alliance evolved out of a successful year-old content exchange between CNN Interactive and IDG.net, the companies said.
IDG committed to a three-year advertising agreement including the CNN Web sites and television networks and will launch a marketing campaign that will make IDG one of the top advertisers at the CNN News Group. CNN said it will launch a 30-minute weekly consumer technology television program, set to air this fall on CNN/U.S. and CNN International, featuring IDG-branded program segments.
CNN Interactive and IDG.net will continue to exchange online content for domestic and international use as well as introduce IDG stories into CNN.com/Tech's personal technology section. IDG will receive on-air and online promotion and co-branding around its association with CNN.com's computing section. In turn, CNN will receive promotion in IDG print magazines and on IDG.net.
"Our companies are uniquely well-matched in their global reach, commitment to editorial excellence, and high quality audiences," said Kelly Conlin, president and chief executive officer of Boston-based IDG.
Larry Goodman, president of CNN news sales and marketing at Turner Broadcasting Sales Inc. said that the companies will be developing new opportunities for advertisers.