ChasNote

JCPenney’s Linden Street line has teamed up with a half dozen FM authors to create the Home Style Guide, a group blog that pulls high-style decorating posts — chairs to build a room around or a DIY wood clock, for example — from Craftzine, Cool Mom Picks, Dooce, the Pioneer Woman, NOTCOT and others. JCPenney is the exclusive sponsor of the site (though they don’t control the editorial content), like they were last year on a similar site, FM’s Fall Shopping Guide. Featured Linden Street products are promoted down the left-hand column.

This expansion of the concept JCPenney piloted last fall suggests the “converational marketing” approach is working for them. Additional press on the earlier program:

Abbey Klaassen covered it for Ad Age, which requires registration so here’s a summary at ChasNote.

Steve Rubel gave it props in his year-end round up, from Micropersuasion.

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