Target shoppers can now add an e-magazine to their cart next time they make a purchase. The Minneapolis–based retailer has partnered with digital content provider Zinio to offer a stable of digital magazines to Target and Target.com guests.
Visitors to Target.com can follow the link to target.zinio.com to order subscriptions or copies of Cosmopolitan, Elle, Maxim or dozens of others at discounted prices. The magazines can be downloaded and viewed on e-readers, iPhones or laptops. The offers will be promoted in store as well, and the partners look forward to cross-promotional opportunities between the brands.
“If you’re reading some recent Woman’s Day recipes about how to cook something or decorate your home for the holidays, it’s a perfect match for shopping for those amenities at Target,” said Jeanniey Mullen, global evp and CMO of Zinio. “We think the content match between what Target has to offer from a commerce standpoint to what we have to offer from a content standpoint will really help enhance the lives of their visitors.”
Zinio has been offering digital magazines for eight years, and has arranged for similar partnerships with Barnes & Noble as well as Starwood Hotel & Resorts, which offers guests the magazines as part of their in-room amenities. While their audience has been primarily male, Zinio is looking to connect with more female shoppers through the relationship with Target.
“We’re seeing an absolute need and interest for adding value to an existing experience, like Target’s e-commerce experience,” said Mullen. “It’s really going to grow.”