Online Magic starts general election site

New media production company Online Magic has pushed ahead with the launch of a general election Website aimed at dominating traffic following the campaign online.

The site, at, went into operation this week, although key deals with major content providers and commercial sponsors have still to be signed.

Michael Martin, creative director at the company, says the decision to push ahead with the GE ’97 project follows the success of the Politics Now and Time Warner-backed All Politics sites, developed for the US presidential election. These sites generated heavy online traffic in the run-up to election night, despite the overall lacklustre response to the Clinton/Dole run-off.

Online Magic, which already works with media groups Channel 4 and The Economist Group, has already signed up MORI and news agency UK News to provide content, and expects to announce further content partnership deals soon. Martin’s aim is that the site will be funded through a combination of sponsorship and advertising revenue.

Although he hopes the site will emerge as the pre-eminent UK election site, he accepts that other newspapers and news gathering organisations may already be proceeding with rival election projects.

“In the US, the way things work best in covering big events is if there’s a coalition agreement,” he says. “We want a similar coalition.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here