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N2K to dance with Disney
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June 29, 1998: 4:16 p.m. ET
Online music retailer enters cross marketing pact with media giant
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NEW YORK (CNNfn) - N2K Inc. entered into an extensive cross-marketing agreement with Walt Disney Co. to jointly promote music properties, the online music retailer announced on Monday.
N2K -- which markets CDs on the Internet under the "Music Boulevard" brand name -- said the agreement covers advertising both online and through conventional media outlets.
In April, N2K reached a two-year marketing alliance with Ticketmaster Group Inc., contributing about $12 million to co-brand both online and offline promotions.
But company officials were quick to point out the latest agreement with the entertainment giant is substantially different, involving more cooperation.
"In terms of Ticketmaster, you don't see a lot of Ticketmaster on our site. The Disney relationship is more two-way," said David Pakman, vice president of business development at N2K.
However, Pakman acknowledged that the Disney relationship won't be as effective as N2K's partnership with search engine Excite Inc., announced last October.
"Although the Disney site generates tons of traffic, it's a destination site, not a portal," Pakman said.
Financial terms of the agreement weren't disclosed.
The pact calls for the co-branding of Music Boulevard with the Disney.com and ABC.com Websites as well as projects currently under development such as the American Music Awards and the Oscars.
In addition, N2K will help to develop a network of Websites for ABC Radio Networks. ABC radio stations will integrate Music Boulevard's online music information and online retailing capacity.
However, the agreement doesn't include advertising relationships with Disney's other record labels: Mammoth, Lyric and Hollywood records.
Among the so-called "offline" advertising campaigns includes a branding of Music Boulevard at a section of Walt Disney World known as "Innoventions."
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N2K
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