E-commerce: Magazines' new darling

Gilbert, Jennifer; Kerwin, Ann Marie
May 1999
Advertising Age;5/17/1999, Vol. 70 Issue 21, p46
Trade Publication
This article reports on the plans of Hearst Corp. and other publishers to embark on a site called brandwise.com, where consumers can shop for home appliances. Supported by the Good Housekeeping Institute, the testing laboratory that has stamped its seal of approval on products advertised in Good Housekeeping, brandwise.com will help shoppers compare products online. Hearst is far from the only magazine exploring online sales opportunities. Since 1993, magazine publishers like Conde Nast Publications, have struggled to secure their place on the Internet with what they did best: editorial content. Learning that the Web was no place for shovelware, publishers produced original, interactive content. Brandwise.com touts an unbiased shopping environment where retailers' advertisements are kept out of product comparisons and products will be ranked on quality, not price, according to brandwise.com CEO Kathy Misunas.


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