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BRANDING NEWS: CNBC builds brand presence outside America with European Business tie-up

US-based business and financial TV network CNBC has forged a partnership with Ink Publishing for co-branding its one year old European Business title, which is distributed to 100,000 business decision-makers across Europe. As a consequence, the magazine has been rebranded CNBC European Business.

“CNBC Europe and European Business share many of the same objectives in bringing up-to-date, informed and relevant business and economic information to Europe's business decision-makers,” comments Jeffrey O'Rourke, CEO of Ink Publishing. He describes the relationship between the two media vehicles as “a partnership, rather than a joint venture.”

O'Rourke adds that the new deal is an evolution of the previous commercial relationship between the two brands, wherein CNBC was a major advertising client.

CNBC benefits from the deal by brand exposure on the cover, and three or four pages or listings-related content. O'Rourke is not specific on the financial benefits to Ink Publishing of the arrangement, but says, “we will use CNBC's clout to get access to their audience, and get deeper into the subjects.”

CNBC European Business is published 10 times a year, and is 116 pages in length. Its main revenue source is advertising, which is split 50/50 between B2B and B2C brands, including financial services, technology, telecoms, regional development and venture capital. The magazine is distributed through bulk distribution deals with partner companies including airlines, newsstand and subscriptions.


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