Hearst Creates Consumer Brand for Rollout of New Products

Digiday: Hearst’s newest product, the Backslash Fit, is a pink yoga mat with snazzy Alexa integration, costing a pricey $89.99. The Backslash is Hearst’s attempt to prove that it can sell a product by flexing its promotional muscles: Product reviews on Hearst sites, salted with purchase links; display ad campaigns; promotions via email newsletters.