- Men's fashion and lifestyle magazine Details is the latest to blur editorial and advertising lines, looking to its Details Network—a community of 150 men’s style bloggers—to create content for advertisers.
- The magazine chose nine of the bloggers to style Fall 2013 apparel from advertisers like Gucci, Prada and Versace; the blogs from this Style.Feed campaign then appear on the Details Network, the stylists’ blogs, and then the advertisers’ own promotional and social channels.
- Style.Feed blogs will not be labeled as paid advertising, and Details says this is because the bloggers have not been paid directly by advertisers and the advertisers did not pay the magazine specifically to be included in this campaign.
From the article:
“Another blogger-driven native ad campaign will launch Friday with A/X Armani Exchange. In this case, A/X sponsored content will be labeled as such, and it will be styled by and starring Details Network bloggers. The content will appear as promoted stories on the Style Advice page of the Details site through mid-November as well as and on the bloggers' own websites. All of the A/X branded content—the ads will rotate throughout the camapign—will included in an A/X and Details-branded magazine on Flipboard.”