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While Pinterest’s usefulness and staying power are still being debated, one thing has become clear: With its mostly female user base and emphasis on visuals, the online corkboard has become a traffic boon for women’s lifestyle magazines, even if the site doesn’t make it easy for brands to stand out.
“Pinterest is the perfect complement for a visually driven brand,” said Gayle Butler, Better Homes and Gardens' editor in chief. Editors from other magazines like Real Simple, Martha Stewart Living and Martha Stewart Weddings echoed that sentiment, noting that recipe and “how-to” photos have proved especially popular on the site.