Details – Blurring the Line Between Advertising and Editorial

By Emma Bazilian

In the latest example of a publisher blurring the line between advertising and editorial, Details is tapping its Details Network, a collective of 150 men’s style bloggers who share their work with the magazine’s website, to create content for advertisers. In what Details is calling its version of native advertising, where ads are designed to look and feel like editorial content, the magazine tapped nine bloggers from the network to style outfits featuring fall 2013 apparel from advertisers like Gucci, Prada and Versace. For this Style.Feed campaign, stories written by the bloggers that feature their outfits are appearing as posts on the Details Network site (like this entry from blogger Scout Sixteen) and the stylists’ blogs, and on the fashion brands' own promotional and social channels. Photographs and excerpts from the bloggers' stories were also aggregated into a digital magazine that readers can find on Details’ Facebook page or on Details Insider, Details' promotional site. READ THE FULL STORY