Shoes, Nails, 'Pinterns': Documenting Mags' Urgent Rush Toward Pintern

Advertising Age, Tuesday, April 3, 2012 2:35 PM
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Magazine execs are "racing to capitalize on Pinterest," headlines this post by Rupal Parekh, which details the strategies of a slew of women's mags (the natural target for the social media site) as well as a few men's lifestyle brands like Men's Health and Esquire.

All this urgency creates some amusing sidelights -- like the fact that Elle has developed a group of "'pinterns' to contribute ideas about sorts of boards to create." Or that Lucky readers are going "crazy" over the topics of shoes and nails, according to the mag's contributing digital editor. And did you know that Pinterest itself has done little or nothing to create this boom? It even "declined to comment for this article," writes Parekh.

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