SmartMoney, taking a page from Martha Stewart Living Omnimedia's playbook, has formed a multimedia relationship with T.D. Waterhouse that will become a template for advertising pitches to other companies.
The "grand slam" package brings together magazine and Web advertising, licensing ventures, sponsorships and educational publishing, says Chris Lambiase, publisher.
The program proved a good fit for Waterhouse. Waterhouse has advertised in "SmartMoney" since the title's 1992 launch; and in part was drawn by the company's coordinated sales effort.
"They've integrated their business where it's separate but all under the same management," says Randy Miller, exec VP-chief marketing officer of Waterhouse.
In addition to monthly print ads, Waterhouse Securities gets 50% of all banner inventory on SmartMoney.com's "Map of the Market" section. Waterhouse also bought retirement guides and online content from "SmartMoney," providing Waterhouse customers and Web site users with objective advice from a recognizable brand name.
"More and more, what we're going to see is client brands partnering with media brands," says Jeanne Tassaro, senior VP-director of the Print Edge, a division of Young & Rubicam's New York-based Media Edge. "You have to be very selective in the brands you choose to partner with, and you need to choose those brands that represent in the consumer's minds those things that represent what you want to convey to the consumer."
"SmartMoney's" establishment this year of an education division, following its acquisition of Retirement Advisers, a publisher of 401(k) newsletters, helped shape the product.
"We have a template," Mr. Lambiase says. "Every deal we do will be somewhat different."
In March, SmartMoney will test another potential platform for its package with