Advertising Age Article Abstract
Wal-Mart Tries to Be MySpace. Seriously
Retailer's 'Social' Site May Be too Unhip and Strict to Catch Teen-Apparel Dollars
COLUMBUS, Ohio (AdAge.com) -- It's a quasi-social-networking site for teens designed to allow them to "express their individuality," yet it screens all content, tells parents their kids have joined and forbids users to e-mail one another. Oh, and it calls users "hubsters" -- a twist on hipsters that proves just how painfully uncool it is to try to be cool. Welcome to Wal-Mart's highly sanitized, controlled and rather unhip site ...