Friday, February 6, 2009

A Magazine's Effect on Search Traffic Inspires an iPhone App

“When 2-and-a-half-year-old start-up NearbyNow noticed demand for women's clothing and accessories spiked up without fail around the eighth to the 10th day of each month, it decided to investigate. After some research, it zeroed in on the trigger: Lucky magazine. NearbyNow is in the online business of locating the closest retail outlet that stocks merchandise shoppers are searching for -- anything from a snowman cookie jar on Oprah's favorite list to a Prada bag. It locates the things you want based on your search query of a product with a specific location. It's a concierge service of sorts and even has a call center that makes sure the item you want is in stock at the store and then confirms it's there, or not there, via e-mail. When the shopping magazine, which catalogs the latest clothing, shoes, handbags, sunglasses and makeup, hits the newsstands, queries go up. Way up. (Yes, it turns out the youth still read print.) So Scott Dunlap, president-CEO of NearbyNow, took his findings to Lucky several months ago and struck a partnership with the Conde Nast-owned title. Now the two are set to launch an iPhone application that brings the geo-locating concierge service to the mobile handset. Every product featured in the magazine will have a corollary in the iPhone app, which means iPhone-toting fashionistas can dial into the Lucky app and see if their nearby retail outlet has their object of their desire in stock, in their size and in the color that matches their favorite nail color.”

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