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Hearst Magazines Digital Media today announced the launch of a new digital advertising program for the back-to-school shopping season.
The program features a back-to-school shopping guide called “Back-to-School Central” which will launch on Hearst’s Kaboodle, which the company claims is the largest and fastest-growing online social shopping community where users recommend and share products.
The back-to-school guide will feature more than 500 products, many of which will be provided by JC Penney, the program’s exclusive retail partner. Seventeen magazine will contribute content to the section. Back-to-School Central will also be promoted on other Hearst Teen Group media properties, including CosmoGirl.com, TeenMag.com and eSPIN.com.
Penney has been exploring different ways to market, though the retailer still considers traditional efforts worthwhile, says spokesperson Kate Parkhouse (via MediaPost). “Our TV campaign launched this past weekend. We’re doing a little print and, still, direct mail. But we’re looking for different ways, especially when it comes to teens.”
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