• by David Kaplan , October 6, 2004

Take two and call anchorman Aaron Brown in the morning: CNN Ad Sales and pharmaceutical giant Sanofi-Synthelabo have formed a multimedia, integrated promotional partnership this month.

As part of the deal, Sanofi-Synthelabo's Ambien, a prescription sleep remedy, will sponsor the "Morning Papers" segment on CNN's NewsNight with Aaron Brown, which airs weekdays at 10 p.m.

The partnership will be expanded to include placement on CNN.com, where Ambien, on select nights, will receive a 10 p.m. to midnight roadblock on the site's home page, a CNN representative said.

In addition, Ambien will receive exclusive sponsorship of a special "'Morning Papers" section that will be featured on the NewsNight with Aaron Brown home page. Ambien will also receive ads in a nightly newsletter written by Brown that is sent to subscribers and includes the headlines featured in the show, as well as links to the Web sites of each newspaper.