Categories: OLD Media Moves

Target to sell Wired-endorsed products

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.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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