In a growing trend, marketers are using online magazines to connect with their customers while subtly delivering product messages and launching promotions. One of the most significant practitioners of
this technique is Procter & Gamble, which has seven Web sites linked from the Cincinnati-based company's main site that combine information aimed at target markets for several consumer products, such
as "Health Expressions," which contains advice and resources on wellness and treatment, and "Being Girl," with forums and guidance on youth topics. The idea is to offer magazine-like features in a
reader-friendly presentation before getting to the promotions, discounts, coupons, and other come-ons for a company's products. "It's a major trend and it's a moving trend," says Gary Stibel, a
marketing analyst who heads the New England Consulting Group. "This has been going on for years; the major advertisers are just understanding better how to execute. Most companies are still doing very
poorly because they are far too blatant in promotion of their own brands." P&G is not alone. Companies including Coca-Cola and Nestle SA have also launched successful online magazines.
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