Target and other mass market websites draw huge numbers of visitors. Target wants to leverage their traffic through a partnership with DailyCandy.com, owned by Comcast.
DailyCandy covers fashion and pop culture to attract a female audience. Target is branding the new features as Red Hot Shop which will feature special posts selected by DailyCandy editors. Target advertises on DailyCandy.com, and DailyCandy.com is providing content to Target.com
"unique and quirky writing style is something they are known for, and we want Red Hot Shop to have a larger focus on editorial, compared to the rest of Target.com," says Kelly Basgen, a spokeswoman for the retailer.
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Concept: Marketers As Publishers
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Comparison Set: 20 similar articles, including: retail giant not recognizing blogs, culture-driven collaborations, and mass-market high fashion.
Marketers As Publishers
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Retail Giant Not Recognizing Blogs
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