Why Publishers Are Taking Their Brands Offline With New Product Licensing Deals
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What's old is new again, and again. Today's digital darlings, from BuzzFeed and PopSugar to Who What Wear, are trying to grab people's attention (and dollars) online--and offline by striking licensing partnerships with retailers. A smart cooktop from BuzzFeed's Tasty to a PopSugar-branded blouse are not unlike the Sports Illustrated football phone of yesteryear. The...