MarketingProfs

MediaBuyerPlanner: Consumer Reports will launch a new quarterly shopping magazine, ShopSmart, that targets younger women who want to do quick searches for the best deals in household products, including food, cosmetics and yard products, writes the Wall Street Journal. The mag will include results from Consumers Union – a nonprofit, independent product testing and consumer advocacy company – and will not accept advertising.
Early mock-ups show that the magazine will use shorter, easy-to-read content. According to Lisa Lee Freeman, the editor heading up ShopSmart, the magazine will vary greatly from other shopping titles aimed at women like the Domino and Lucky, both published by Conde Nast, and Shop Etc., from Hearst Corp. “You can trust our advice because we have no agenda,” said Freeman. “The other magazines have advertisers they need to please.”