©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad Age, 1/3/11
Electronics Expert Turns Publisher With Multichannel Net Packed With Original Content — and It’s Seeking Ads
The press corps at this year’s Consumer Electronics Show may find themselves jostling for soundbytes and product demos on the Vegas strip with video crews from Best Buy.
Yes, the retailer is now a publisher, rolling out a multichannel network filled with original editorial content spanning everything from how-to videos and gift guides to new-technology primers and behind-the-scenes looks at popular movies. The network, called Best Buy On, includes a website it bills as an “online magazine” and a huge in-store component with its content and ad messaging “broadcast” on screens across the store, including in the TV, mobile and portable entertainment sections.