It has only been 5 months...So on January 23rd DailyCandy sent a Dedicated ("Sponsored") email on behalf of Wal-Mart. It suggested Wal-Mart is the place to go to get all of your Super Bowl party supplies.
Now I completely accept and indeed respect the site's need to monetize their business and have had no problems as they have added ads to their daily emails and sent these dedicated emails. I think it is smart and occassionaly I find the sponsors info relevant.
The Wal-Mart email is ridiculous however. I have no specific issues with Wal-Mart, but you couldn't find a brand more counter to what Daily Candy is about. People subscribe to DailyCandy to learn about new stuff, to get the secret inside scoop. Wal-Mart, as the largest retailer in the world, couldn't be more opposite to this objective.
Shilling for Wal-Mart undermines their expertise. At least a P&G ad might be for an interesting new product. Wal-Mart for my super bowl party? It just isn't believable and offers absolutely no value.
But actually, isn't the bigger issuer why the hell Wal-Mart thinks the DailyCandy reader is their target audience? Give me a break! I appreciate Wal-Mart wants to move a bit upscale, but they are smokin' some cheeba-cheeba down in Bentonville. You aren't Target and you aren't going to be! Upgrade your quality, but don't think you will ever - let alone overnight - be trend-right! Ultra-trend consumers, like those who read DailyCandy, aren't your core customers and never will be. Save your money.
No comments:
Post a Comment