BMG will use market its service across all of LifeMinders’
content categories, and will use optimization and profiling capabilities. Specific financial terms of the agreement weren’t disclosed.
“We have successfully built the BMG brand through strategic offline marketing programs,” said Nancy Rachman, vice president of member acquisition of BMG Direct.
“Now, through this relationship with LifeMinders, we can further strengthen our online acquisition efforts to capture profitable new members for our business.”
LifeMinders has 18 million subscribers to its opt-in e-mail and wireless content services, which encompass 16 different interest categories.
BMG is no stranger to Web marketing, having heavily used banner ads in its efforts to acquire customers for its service.