The Weather Channel partners with The Scotts Company in network's largest integrated partnership

Atlanta, Georgia
March 5, 2003

Network and Lawn and Garden Leader Team to Offer On-Air
Lawn and Garden Report and Co-Branded Web Site Content

The Weather Channel® (TWC), the nation's leading provider of weather information, and its web site, weather.com, have teamed with
The Scotts Company (NYSE: SMG - News), the global leader in consumer lawn and garden products, in a fully integrated advertising and content-sharing partnership.

The partnership is the largest integrated initiative from The Weather Channel companies to date.

The initiative includes weather-related Scotts, Miracle-Gro and Ortho Lawn & Garden Reports produced by The Weather Channel during lifestyle segments airing on The Weather Channel and a co-branded, weather-related lawn & garden section on weather.com. It marks the first time that both The Scotts Company and The Weather Channel are integrating sponsored on-air programming with online content.

Beginning this week, the "Scotts Lawn & Garden Center" found at www.weather.com/scotts, will appear in the Home & Garden section of weather.com featuring geographically specific tips and advice for lawn and garden care. Additionally, the section (referred to as a micro-site) will provide access to a
wide variety of interactive tools and other resources for solving common lawn care and gardening problems. Lawn and garden maps - including those from the on-air Scotts, Miracle-Gro and Ortho Lawn & Garden Reports - will also provide consumers with guidance on what gardening products should be used in particular regions of the country. Scotts will also sponsor the Home & Garden versions of the weather.com Desktop Weather and Inbox Weather that feature weather-triggered
and geographically targeted information.

"We expect to generate 50 million household impressions monthly on The Weather Channel, including our on-air Lawn & Garden Reports, while concurrently reaching up to 9 million gardeners each month with our more targeted communications on weather.com--the #1 site for reaching gardeners online, " says Gordon Hecker, senior vice president of marketing for Scotts. "This integrated partnership will address the greatest consumer need in our business today--the  need for timely, relevant information. Consumers need advice and information to help them grow spectacular lawns and gardens. This is just one example of how the Scotts Company is proactively reaching its consumers through our integrated
marketing communications efforts."

The partnership with Scotts marks an early advertising initiative of the newly established Client Solutions Group at The Weather Channel. "The Client Solutions Group is focused on providing cross-platform options to solutions-oriented clients," said Lyn Andrews, advertising sales president at The Weather Channel. "The partnership with The Scotts Company, the lawn and garden category leader
with the most recognized brands in the industry, is particularly exciting for us because it marks the first time The Weather Channel cable network has integrated advertiser content into our programming; in this case, drawing attention to the important role weather plays in gardening and lawn care. We think this is a prime example of how The Weather Channel can develop unique and targeted advertising partnerships for our clients - both on-air and online."

Other features of the Scotts, Miracle-Gro and Ortho Lawn and Garden on-air report include:

  • Co-branded national forecast maps
  • Precipitation forecast
  • Drought monitor
  • Soil conditions
  • Watering needs
  • Optimal planting schedule
  • Lawn fertilization map with product recommendations from The Scotts Company
  • Garden care map with product recommendations from The Scotts Company

Each on-air segment will direct viewers to www.weather.com/scotts for more information specific to their region and an update on the local "Watering Needs Index." The sponsorship will run from March through October, with rotating segments Wednesday - Friday, 10:00 AM - 10:30 AM and 6:00 PM - 6:30 PM. On weekends the segments will air Saturday - Sunday, 8:00 AM - 8:30 AM and 11:30 AM - 12:00 PM.

Beginning March 5, each lawn and garden report on The Weather Channel cable network will feature a Scotts-branded opening graphic, targeted lawn and garden maps and a national map highlighting seasonal product recommendations.

RJ Palmer LLC/New York negotiated the partnership while Tequila/Minneapolis designed the lawn and garden micro-site.

The Weather Channel, a 24-hour weather network, is seen in almost 85 million U.S. households. Its Web site, weather.com, attracts over 14 million unique users per month and serves an average of 350 million monthly page views. It is consistently ranked the top weather Web site and among the top 25 of all Web sites by Nielsen/NetRatings. TWC also operates The Weather Channel Radio Network, The Weather Channel Newspaper Services, weather.com/espanol and canaldotempo.com and is the leading weather information provider for emerging  technologies. This includes broadband and interactive television applications, with wireless weather products accessible through high-speed Internet services, phones, pagers, Palm Pilots, and other personal digital assistants. The Weather
Channel is owned by Landmark Communications, Inc., a Norfolk, Virginia based, privately held Media Company.

The Scotts Company is the world's leading supplier of consumer products for lawn and garden care, with a full range of products for professional horticulture as well. The company owns the industry's most recognized brands. In the U.S., the company's Scotts®, Miracle-Gro® and Ortho® brands are market leading in their categories, as is the consumer Roundup® brand which is marketed in North America and most of Europe exclusively by Scotts and owned by Monsanto. In the Europe, Scotts' brands include Weedol® Pathclear®, Evergreen®, Levington® Miracle-Gro®, KB®, Fertiligene® and Substral®. 

News release
5433

OTHER RELEASES FROM THIS SOURCE

Copyright © 2003 SeedQuest - All rights reserved