Hearst sells exclusive supplement, across six titles, to Wal-Mart

Canadian publishers will doubtless be looking hard at Hearst Publishing's decision to make an exclusive advertising deal with Wal-Mart to publish a new magazine supplement that will be carried in six of Hearst's consumer titles. The supplement is called 30 Days of Home and the retailer will use it to promote its new line of home furnishings called Canopy.

According to a story in Brandweek, in addition to appearing in the June issues of Country Living, Good Housekeeping; House Beautiful, O at Home, O: The Oprah Magazine and Redbook, the supplement will be distributed free at Wal-Mart stores and will be featured on a dedicated website called 30DaysofHome.com. This will include audio, video, with clips of Hearst editors dispensing decorating tips.

"In today's economic climate, big, glitzy, red-carpet events are fine, but the advertiser is really looking for ways they can have a connective experience with the consumer," said Michael Clinton, CMO at Hearst, New York. "Ultimately the consumer is led to action, going to their site to shop, going to a store and, in a perfect world, shopping for product."

The program represents Hearst's first-time use of Web technology DigiMag. The software lets users explore Wal-Mart products at 30DaysofHome.com by scrolling over them and then lets consumers click to buy.

"Knowing that home furnishings are high-consideration products, the site enables users to touch them with their mouse," said Chris Actis, vp/group media director at MediaVest, Wal-Mart's media agency. "It does a lot in trying to convey the quality."

"We wanted to change the perception of product; to surprise the consumer that they can buy quality for less," said Robin Steinberg, svp/director of print investment and activation at MediaVest.