Retailers shift their ad spending from TV, radio and print ads to digital ads.
GO.com, the Internet business of Walt Disney Co., will acquire an equity stake in Pets.com, an online retailer of pet products. The two parties say GO.com will receive substantial advertising from Pets.com across various GO.com Web sites, which include ABC.com, ABCNEWS.com, Disney.com, ESPN.com, and Family.com. Pets.com stands to get marketing and promotional support on ABC media properties.
The deal involves online and offline promotional programs, such as advertising on Disney.com and Family.com, special Pets.com offers to users of those sites, joint promotion of Pets.com, The Magazine, event sponsorships and possible merchandise development. In addition, Pets.com will license content to selected GO.com sites and will develop exclusive content for Disney.com .