OLD Media Moves

Target to sell Wired-endorsed products

April 29, 2013

Posted by Chris Roush

Lucia Moses of Adweek reports that the Target department store chain will begin selling products endorsed by Wired magazine.

Moses writes, “Target stores will feature products picked by Wired editorial staff, like an Adonit stylus for tablets, NuForce earbuds and Olloclip camera lens for the iPhone 5. The products will be displayed in Wired-branded endcaps (designed by Wired editor in chief Scott Dadich himself) in Target’s 1,800-plus retail stores and on Target.com/wired.

“Wired will get an undisclosed share of the revenue, but if the history of such deals is a guide, it won’t likely reap a lot of money from the sales of products. It is, though, a way for the Condé Nast brand to further test the retail waters, establish itself with a trendy retailer that’s had partnerships with the likes of Neiman Marcus and Missoni and get exposed to a huge audience of potential new readers.

“‘We’re trying to push Wired out and beyond the four conventional walls of how it’s been defined its first 20 years,’ said Howard Mittman, vp, publisher of Wired. ‘The ability to cross-pollinate opens [Target] up to affluent young men, and we get the opportunity to tap into their scale.’

“The promotion will last for 12 weeks, just in time for the dads-and-grads season.”

Read more here.

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