Target is one of my favorite stores. They make some cool ads and sell cool stuff for cheap. Heck, we even have Target ads on this very blog. We know many WMAG readers dig Target as much as we do, so we think of it as a service (which may happen to generate a few bucks for our little blog).
So I was quite surprised to learn today that Target has an official policy of ignoring bloggers. Fellow blogger Amy Jussel of Shaping Youth contacted Target about its recent ad campaign featuring a giant Target symbol with a woman’s crotch at the bull’s-eye. (Yeah, not all their ads are cool, I guess.) And the company sent her this lame, generic reply:
Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.
Apparently, Target didn’t get the memo about how their core guest is freakin’ all over the blogosphere, reading, writing, and commenting on blogs every day. Who is running their media department, anyway? Probably some old-school flak who still thinks press releases and desk-side briefings are cutting-edge PR tactics. Besides, if their “core guest” is not reading blogs, why does Target advertise with DoubleClick ConnectCommerce, an ad-serving network for bloggers and websites such as this one?
In summary, Target’s coolness factor has slipped a few notches in my view. Maybe the NY Times article shedding light on this ridiculous policy will help change it, so Target will actually recognize the power and potential of blogs as media outlets.