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Shop September Vogue

Vogue magazine did something interesting with shopseptembervogue.com. Site visitors could buy certain styles featured online by clicking a "buy now" icon on an advertiser's online ad, assuming the ad was set up for electronic-commerce or linked to an e-commerce site. Otherwise, the ads provided information about bricks-and-mortar stores where the featured items could be purchased.

It reminds me of an entry that John Battelle wrote earlier about "endemic advertisers" - advertisers that 'fit' within a publication's community. Shopping centers do it all the time with their tenant mix. You're not going to find a Wal-Mart in Rodeo Drive anytime soon. 

Imagine combining Vogue or GQ with Rodeo Drive's web site. What stores in Beverly Hills carry the products advertised in those publications?

Update: Analysis of ShopVogue (Mar 05), ShopVogue to Launch (Jan 05)

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