Consumer Reports’ VP and Editorial Director Kevin McKean ... on ShopSmart’s Debut and Future Plans
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No longer content to serve only the four million subscribers to Consumer Reports magazine, nonprofit publisher Consumers Union decided to enter the increasingly competitive market of shopping magazines targeted at women. ShopSmart, like its older sibling, features pages and pages of buying advice, without ads. The new launch is available at newsstands only, for now, and is aimed at women aged 30-plus. Vice President and Editorial Director Kevin McKean talked to InBox about the challenges of entering a crowded market and the advantages of publishing an ad-free magazine.
InBox: Was it a challenge to launch a shopping magazine in a market that’s already so crowded?
Kevin McKean: There are two factors that went into [our launch]: internal and external.
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