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Online women’s community

This article was originally published in The Tan Sheet

Executive Summary

Procter & Gamble announces Jan. 8 the launch of a Web site for women, Capessa.yahoo.com, where the firm will "learn more about the interests and product needs of women," according to a company release. P&G Productions created the Web site in conjunction with Yahoo! and the Zizo group. The company says its first entry into consumer-created content with Capessa will allow it to "better understand digital space" as well as figure out how the company can be more "relevant" in the lives of consumers." Founder and President of Zizo Group Roger Fishman says, "Capessa.com is an innovative example of how companies are strategically innovating with digital media. Developing sustainable digital business models provides new ways to listen to, learn from and engage with online communities and is key for long-term brand-building"...
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