Barclays, IBM Europe to advertise on WSJ Interactive

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LONDON--The Wall Street Journal Europe said on Friday that it has signed up Barclays Bank as a charter advertiser for the Wall Street Journal Interactive Edition, which it launched on April 29. The WSJ's Web site is unusual in that it's among the first Web publishers to require all users to pay a subscription fee.

Barclays is the second European advertiser after Siemens to use the Web site. At the end of June IBM Europe will also advertise.

"The purpose of this campaign is to inform the North American business community of our ability to help them move into the U.K.," says Aiden Williamson, senior corporate manager with Barclays North America Corporate Team in London.

The ad goes beyond conventional hypertext advertising links with Barclays by supporting a self-contained interactive advertisement on its own server. The ad attempts to sustain reader curiosity by leading him through a series of interactive questions with a cockney `rhyming slang' theme. J. Walter Thompson created the ad.

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