In Brief: AOL, CAPCITIES/ABC "fashion channel"
This article was originally published in The Rose Sheet
Executive Summary
AOL, CAPCITIES/ABC "fashion channel": Fifty-fifty joint venture between America Online and Capital Cities/ABC will produce an interactive "fashion channel" launching on America Online in January, the firms announce. The "channel," which uses pictures, as well as text, video and audio, will have a beauty news section that may include descriptions of new products, advice on how to apply makeup and questions and answers from beauty editors and makeup artists, Vienna, VA-based AOL says. Currently under development, the section may also include message boards as well as advertising from cosmetic and fragrance firms. Unlike traditional ads, the online advertising may be more informative for consumers by providing them with application techniques, for example. The addition of the channel may also draw more personal care firms to AOL's online Marketplace shopping section where users can directly order products, AOL says. The channel "eventually" will also have links to "companion web sites on the Internet and via other media platforms," CapCities/ABC states...