School Daze


The Wall Street Journal reports today about Target Store’s strategy to gain a branded foothold on the nation’s college campuses. In so doing, they hope to convert those cramped campus cubicles into mini downscale design showcases.

Anyone who has toiled in the PR biz recognizes that it’s very late in the game to capitalize on the planned back-to-school editorial sections, especially at the monthlies where those sections closed as schools closed for the summer. Of course, the local and national broadcast talk shows will allocate airtime for the pundits plugging practical products for the professorial set.

Still, the retail community’s back-to-school efforts may rival holiday shopping for the paid and earned media weight we’ll see over the next month — all targeting the 13.4 billion the National Retail Federation predicts consumers will spend.