MSNBC and NBC Partner with Drugstore.com for Cross-Media Marketing Agreement

Strategic Insights -

MSNBC.com has announced a groundbreaking partnership with drugstore.com, a leading online retailer of health, beauty, and wellness products. This agreement, which represents one of the first cross-media, cross-network deals of its kind, will see drugstore.com advertising appear on MSNBC.com, MSNBC Cable, and NBC's "Later Today." The deal includes a range of promotional activities, including television spots, health programming billboards, sponsorships, and online interstitial, mid-page, and banner ads.

Key Takeaways:

  • The agreement represents a first-of-its-kind cross-media, cross-network deal between MSNBC, NBC, and drugstore.com.
  • The partnership will run for one year, with drugstore.com's advertising appearing on MSNBC.com, MSNBC Cable, and NBC's "Later Today" during the third and fourth quarters of 1999.
  • The deal includes a range of promotional activities, including television spots, health programming billboards, sponsorships, and online interstitial, mid-page, and banner ads.
  • James Kinsella, president and CEO of MSNBC.com, stated that this agreement combines the reach of television with that of the No. 1 Internet news site.
  • Peter Neupert, president and CEO of drugstore.com, emphasized that this cross-media approach is uniquely available through MSNBC and NBC and will allow drugstore.com to effectively reach its target audiences.
  • The agreement will see MSNBC and NBC benefit from the partnership through a superior shopping experience for personal healthcare products.

Statistics:

  • The partnership will run for one year, from 1999 to 2000.
  • The deal is exclusive to MSNBC.com, MSNBC Cable, and NBC's "Later Today."
  • MSNBC.com is the No. 1 news site, according to Media Metrix.
  • Drugstore.com offers thousands of brand-name personal healthcare products at competitive prices.
  • The site has a full-service, licensed mail pharmacy and a wealth of health-related information.

Sources:

  • BUSINESS WIRE -- Sept. 15, 1999
  • MSNBC.com and drugstore.com press release
  • Media Metrix Internet measurement services