DailyCandy Digs Deals. Too Late to the Game, or Just on Time?
The media trend for “deals” is being embraced by DailyCandy – one of the major e-newsletter operators, which has been recently acquired by Comcast. To mark its 10th anniversary, DailyCandy launched their own “Deals channel”, which comes in addition to the sample sales offering – Swirl.
Although DailyCandy has an impressive portfolio of more than 3.4 million subscribers from “Mecca”s shopping and lifestyle centers such as New York, Los Angeles, Chicago or London – they want to keep the pace in the competing environment. For example, Gilt Groupe shook well hands with local newspapers and media outlets at the opening of Gilt Cities franchise.
This second move of DailyCandy Deals precedes the last year Swirl launch which is estimated to be bringing almost 500,000 subscribers by the end of this year.
The actual DailyCandy campaign will imply two “deals” notices per week, focused on the existing subscribers in the launch cities. Tricia Han, the general manager added “We’re going for the opposite of the ‘shopping mall’ approach, where everything under the sun is offered. Our job is to find the greatest stuff for our readers, so they don’t have to spend a lot of time researching, but without being bombarded. On the business side, we believe this will help us crack the code on local advertising. It’s a great model for small businesses and we think it will become the standard for how media companies serve as the focal point for marketers and readers.”
For retailing industry, this new bounce in terms of time and location efficiency is going to attain the prospective customers’ attention. DailyCandy is acting proactively, making one step beyond the classic e-newsletters of the basic company’s strategy.
The recent launch of Facebook Places triggered a series of innovations in the online media which is focused on customers, but it also means that startups likeDailyCandy will have to feed into Facebook’s massive platform at one point. Determining the monetization of local deals is really the meat of this ongoing experiment, so we’ll follow how these trends continue, particularly as Facebook and Google both establish their localized platforms for this type fof ad delivery.
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