By George Anderson
A new magazine is undoubtedly going to make some manufacturers and the retailers who sell their products less than happy. That is unless, of course, it gives them glowing reviews.
Consumer Reports plans to launch the publication, ShopSmart, this summer. It will be written and designed to provide readers (primarily younger women) with a quick assessment of popular products - which ones are worth buying and which are best left on the salesroom floor or store shelves.
According to The Associated Press, mockups of the new magazine it previewed "have a breezier look than Consumer Reports, with punchier colors and graphics and shorter, easy-to-read items."
As with Consumer Reports, ShopSmart will not accept any advertising. This is a key advantage for readers of the publication, according to Lisa Lee Freeman, the editor of the magazine.
"You can trust our advice because we have no agenda," she said. "The other magazines have advertisers they need to please."
Ms. Freeman is aware that there are many in the business community who will not appreciate ShopSmart's coverage. "We're going to blow up a lot of myths about shopping. A lot of people think Benjamin Moore is the best paint, but our tests have not found that to be true. A lot of people think Sub-Zero fridges are the hottest thing, but our surveys have shown they're not the most reliable."
Moderator's Comment: Does ShopSmart have the potential to alter how many consumers decide which products to purchase? How should manufacturers and the retailers that sell their products address negative reviews in ShopSmart? - George Anderson - Moderator