Ralph Lauren continues the poloazation of the United States with an agreement with NBC and its affiliates, ValueVision International Inc, NBCi, and CNBC.com. The new company will be called Ralph Lauren Media LLC and will promote Polo Ralph Lauren American products via the Internet, broadcast, cable, and print. The first venture will be polo.com, to launch in the fourth quarter of the year.
Half the 30-year joint venture will be owned by Polo Ralph Lauren, one-fourth by NBC, one-eighth by ValueVision, one tenth by NBCi, and the rest by CNBC.com. NBC will contribute $110 million of broadcast and Internet advertising. NBCi and ValueVision jointly offer a matching amount in promotion, distribution, and cash.
Based in New York, Ralph Lauren Media will be lead by Jeffrey Morgan. Morgan had been worldwide publisher of Menas Health magazine.
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