Shop Etc Launches its WebSite

Okay, all in all that shouldn't be a surprise. Hearst launches a magazine, Shop Etc., and launches a Web site that coincides with the magazine.

But, it is a big deal if you check out the Website, and think about Shop Etc's market - a fashion, home and beauty shopping title that competes with Lucky and is targeting women aged 25 to 35.

The site has XML feeds throughout, a blog from the editors on shopping-related issues, that also has an XML feed (as well as a feed to email).

To me, this is more of an RSS push into the mainstream than a lot of other things touted in the blogosphere. With a very, very mainstream publication like Shop, Etc using XML feeds throughout its site to keep its readers up-to-date on all that's new on the Website, this will help push readers into a more mainstream position (and, probably, start the whole RSS name debate again).

A big thumbs up from POP! for Hearst on this one.