educated user – so it’s definitely someone that we want to speak to and engage.”
Tying directly into Pinterest’s wish- fulfillment core, Meredith’s Better Homes and Gardens ran a successful “Pin & Win” contest. Users were asked to fill in a form on Facebook then create boards using at least 10 pictures from bhg.com. Within two days of launching, the contest already had 490 entries. “As a visual brand where imagery and ideas are so central to what we do, we are extremely excited about Pinterest,” Gayle Butler, Meredith National Media Group Executive Vice President and Better Homes and Gardens editor-in-chief told Folio. “Consumers invite you in to their interests, and to me that is really exciting and it creates a new interaction with the consumer
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and we can see what excites them as well.” Although Pinterest founder Ben
Silbermann is not disclosing the site’s own monetisation strategy (some analysts have speculated that there is no clear strategy in place), it’s safe to say that the site works brilliantly to advance the core mission of many magazine titles: home, lifestyle, beauty, and fashion are consistently among the most frequently pinned-to categories.
Will the site’s rapid-fire growth
continue? Perhaps, especially since Pinterest, unlike its social media cohorts Facebook and Twitter, fits neatly into a promote-and-be-promoted cycle within the media industry – which is why we’re off to reserve our Pinterest usernames now.