Recognizing that Hearst was buying itself a platform to finally move into contextual and reader-driven e-commerce with the WSJ reported imminent purchase of Kaboodle made me smile this morning; why wouldn't a major publisher of womens' and shelter magazines,with an audience of millions, want to have a way that not only editors--but readers and peers--could recommend products to one another (think stylehive or thisnext)?
This is a smart purchase by Hearst, and evidence that they've learned alot from their recent acquisition of several teen--focused properties...it is going to be fun to see this brand integrate--and power--new aspects of their big brands--as well as get an infusion of marketing for Kaboodle itself.
Fun. And shrewd. And a way to hold off Glam.com and other like it from pulling an Engadget on their categories
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