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Ladies' Home Journal Turns Blog Into Event Series
Wednesday, September 8, 2010
Steve Smith

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The polarity of media truly is reversing. Ordinarily, traditional news and service brands try to leverage their offline identity online. But with Ladies’ Home Journal’s popular blog "The Ladies Lounge," a good Web notion has become an event series; at several mall and show venues this month and next The Ladies Lounge will come to life. The events are designed as offline social occasions that let women connect with LHJ’s breadth of content, from food and style to health and civic mindedness.

The Lounge will appear first at the Southern Women’s Show in Charlotte, N.C., on Sept. 16-19 where 30,000 women are expected. Sponsor Maybelline will provide makeovers for a photo booth shoot and Method will offer samples and product demos. The Lounge also will appear at the Mall of America. LHJ says it will expand the program next year into four additional markets.

LHJ editor-in-chief Sally Lee started The Ladies Lounge blog at LHJ.com in August 2009. "It quickly became one of the most popular destinations on LHJ.com," says Julie Pinkwater, VP and publisher, LHJ. "We knew we had to build on that success and this is it: events that
will really allow women to connect with the brand and experience all we have to offer in the areas of style, food, health, home and doing good."


If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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