Harper’s Bazaar, the flossy fashion mag, has put out the welcome mat for stealth marketers in its newly renovated website.

From the New York Times:


Harper’s Redesigns Its Web Site and Embraces Branded Content

HARPER’S Bazaar is joining the growing list of media properties whose publishers are supplementing more traditional forms of advertising with sponsored content.

The magazine, which is owned by Hearst, will unveil a redesigned Web site at Bazaar.com next Monday that will include an updated look and feel (including more white space on its pages) and the ability to share images and text on social media platforms more easily . . .

Harper’s will also introduce an editorial feature called #TheList that will run daily on its Web site and will highlight top trends culled by the magazine’s editorial staff — everything from the newest fall fashion runway looks to makeup tips . . .

#TheList will also offer something for advertisers, who will be able to sponsor the feature in exchange for having some of their products woven into the edited lists.


But wait! There’s more!


On Saturdays, advertisers can sponsor a version that includes their products exclusively. Editors from Harper’s Bazaar will curate all of the content on the feature.


Excellent! Let’s call it Casual Edit Day.

As the pull quote in the Times piece puts it, A new feature will weave advertisers’ products into curated lists of top trends.

Weave on, yeah?

John R. Carroll is media analyst for NPR's Here & Now and senior news analyst for WBUR in Boston. He also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town.
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