DailyCandy Wants To Make ‘Deals’ With Local Marketers

DailyCandy Deals

As the discount shopping space continues to attract attention from media companies, DailyCandy, the Comcast-owned fashion and entertainment e-newsletter operator, has expanded its own reach into that area with its DailyCandy Deals channel. The deals site will serve as a complement to general DailyCandy, which just celebrated its 10th year of business, and its recent additions such as the national sample sales offering Swirl.

Despite DailyCandy’s reach to over 3.4 million e-mail subscribers across 28 editions, including 13 daily e-newsletters covering New York, Los Angeles, Chicago, San Francisco and London, the lifestyle and shopping space is getting increasingly crowded and competitive. In just the past few weeks, Gilt Groupe launched its locally focused Gilt Cities franchise as Groupon has struck several deals with local newspapers and media outlets. As it gears up its national rollout, DailyCandy Deals will start in Philadelphia, parent Comcast’s hometown, and then add a New York outpost.

DailyCandy Deals is the second expansion DailyCandy has done since being acquired by Comcast (NSDQ: CMCSA). Swirl, which debuted a year ago, the company’s apparel and accessories site, in on track to reach nearly 500,000 subscribers by year’s end.

DailyCandy will partner locally with only a few businesses in the cities it operates in. The “deals” notices will be delivered twice a week (to start) to existing subscribers in launch cities.

“Our model is that we’ll promote a limited number of businesses a week, two to three a week,” said Tricia Han, GM for DailyCandy Deals. “We’re going for the opposite of the ‘shopping mall’ approach, where everything under the sun is offered. Our job is to find the greatest stuff for our readers, so they don’t have to spend a lot of time researching, but without being bombarded. On the business side, we believe this will help us crack the code on local advertising. It’s a great model for small businesses and we think it will become the standard for how media companies serve as the focal point for marketers and readers.”

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