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Wal-Mart Turns to Condé Nast for Beauty Magazine

December 21, 2012
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Buried within Wal-Mart’s Web site, beneath the red sales banners and loud holiday graphics, is a magazine called BeautyScoop. Thousands of stores also carry it, and it was mailed to millions of the store’s customers. Most big retailers fill their stores with custom-published shoppers that double as cheaply made catalogues, highlighting product in stock and coupon dispensers.

BeautyScoop is something else. It has a model on the cover, for one. Its own logo — the name in a large type underneath a smaller Wal-Mart tag. Though wafer-thin — it runs just 12 pages —



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