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Edp24.co.uk, the website of Eastern Counties Newspapers' paid-for

morning paper the Eastern Daily Press, has wrapped up a sponsorship deal

with a local Ford dealership.

The five-figure deal involves traditional banner ads, which appear

throughout the site for the month-long sponsorship period and then

continue for a year on a periodic basis.

In addition, the site carries a regularly updated ticker-tape message,

normally used to carry newsflashes from the paper, as an ad featuring

news for Ford. The deal also includes editorial coverage on the website

as well as in the Eastern Daily Press - the UK's top-selling regional

morning newspaper.

The local dealership is Busseys in Norfolk, which is using the push to

promote the launch of its own website, Busseys.co.uk. Marketing director

Paul Bussey booked the deal with EDP key-account manager Jane Egle.

EDP advertisement director Stephan Phillips commented: "It's important

to look beyond selling merely ad space - clients don't want that any

more.

Sponsorship deals that really deliver response are much more effective."