Target(ing) Female Consumers Via Pinup Girls

Marketing News Exclusives

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Published 2/20/2013

Author: Molly Soat

Molly Soat is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at msoat@ama.org

Summary

“Men want her. Women want to be her.” Target is hoping that that saying holds true of the bathing beauties featured in this year’s Sports Illustrated Swimsuit Edition. According to research done by Sports Illustrated (SI), nearly one-third of the readership of the magazine’s swimsuit issue is female. Roughly 18 million women flip through the pages of the seemingly male-oriented publication, which makes it a prime advertising channel for female-focused retailers.

Minneapolis, Minn.-based Target Corp. is presenting the millions of women reading SI with an eight-page insert that features beauty and
style tips from M.J. Day, SI’s swimsuit editor, as well as full-page ads for Target’s swimsuit collection. Target was not involved in the editorial of the so-called “mini-zine,” according to the company.

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