This is issue no. 219. The last issue had a 47.26% open rate with a 7.01% clickthrough on the rise and continuing evolution of the DNVB. At the end of today's letter, you'll find Mizzen+Main's first major ad of the brand's new campaign. 

The eCommerce Vault: Tesco was the first retailer to sign up, and on 1 April 1981, a microcomputer at a library linked with the microcomputer in Tesco’s Gateshead branch. Soon, the network extended to two more libraries and a facility that provides care for seniors and the disabled using a telephone exchange system to record the items ordered and send them to Tesco’s microcomputer.

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Today's Top Intelligence (14 Reads)
Does TheSkimm Neuter the News?
Opinion: The Skimm treats its readers like they’ve never read an article, looked at a map, or accidentally seen a CNN segment in their dentists’ waiting rooms. Its patronizing tone assumes that female news consumers tune out anything of import if it's not processed through verbal eye-rolls. The very existence of such a service, especially one marketed specifically to women, is insulting.

As a fan of The Skimm's business, I can understand how a lack of intellectualism can seem demeaning to an educated audience. But I also applaud the two founders for accomplishing two things with their unique style of content: a) keeping a very busy professional class semi-informed b) helping to make a general populace curious for real, intellectual depth. 
Read On
The Takeaway: Despite Pueblo’s three Walmarts and the arrival of a Dick’s Sporting Goods and an Ulta Beauty store, the Pueblo Mall is bustling. On weekends, its nearly 3,000 outdoor parking spaces fill up. Inside are a few relics of the golden age of American malls: Amy’s Hallmark, Claire’s, Kay Jewelers. And in the food court is an Orange Julius, with its old-school classics and a modern update: smoothies.
The Takeaway: The Ottawa-based e-commerce company will sell 5.5 million shares from its treasury, adding about 7 percent to the number in circulation. That would raise about $490 million based on current prices. Its stock was down less than 1 percent to $89.26 at 1:10 p.m. in New York after dropping as much as 9.8 percent earlier, the steepest intra-day decline since January 2016. The shares closed at an all-time high on Tuesday.

The Takeaway: After years of fits and starts, Wal-Mart’s revenue from online sales jumped by an impressive 63 percent in the first three months of the year, compared to the same period in 2016. What’s more, executives attributed the rise largely to existing operations rather than to acquisitions like last year’s $3.3 billion Jet.com deal.

The Takeaway: In conclusion, for the Ralph Lauren Corporation to succeed in the new fashion market, it is going to take more than just good strategy executed well. For the company, this insider feels, “It’s traditional business structures need to be considered with a change up in leadership that has gotten stagnant. It is not only strategies that need to change.”
The Takeaway: Taking the brand out of branded content extends beyond just the more commercial web spots. A rising tide of quality has lifted all content ships, and that includes branded content. Amazon and Netflix cashed in at the Oscars, and RYOT was fortunate enough to be at Tribeca this year with two branded documentaries.

The Takeaway: "The most telling thing about voice interfaces like Amazon Alexa or Google Home is when I look at the next generation out there, so if I look to my nieces and nephews ... I'm amazed by their interactions," he said, adding his parents were probably confused by his desire to shop on a desktop instead of at a store.

The Takeaway: That was three years ago, and the number has certainly grown since then. This massive industry, inextricably tied to the world of technology, is predicted to see a number of changes that will disrupt traditional business practices and standards for eCommerce.
The Takeaway: Walmart executives said that the “majority” of the company’s online growth was organic — meaning not from the companies it had bought — but did not break out specific numbers. And while they were hesitant to declare that such growth was the new normal, they credited an expanded online assortment for helping to lure more repeat customers willing to open their wallets a little wider.

The Takeaway: Cross-border e-commerce may triple to 15 percent of the total e-commerce market within five years if it’s not curbed by new regulations, said Xia Chenan, an Internet and digital practice analyst with McKinsey & Co. in Shanghai. 

The Takeaway: By devoting more people to the platform, the millennial women-focused site has added 1.3 million Instagram followers in the past year, for a total of 1.6 million. Bustle wouldn’t share revenue figures, but a rep said the company is doing four times as many branded content deals a month on Instagram versus a year ago.

The Takeaway: Google Lens will leverage its ongoing advances in machine learning and neural nets and be able to identify objects, and then deliver actionable information based on what it sees. Examples include identifying a flower species, looking up restaurant reviews, real-time language translation, and more. The technology will first make its way to Google Photos later this year, and will subsequently be integrated into Google Assistant, as well.
The Takeaway: The main thing is that the tech companies are not producing their own content, they’re picking it up from the broadcast networks, regional sports networks, league-owned networks or league digital arms. So right now, Amazon, Facebook and Twitter are the conduits. Television is producing the content while the techs are providing the infrastructure to stream

The Takeaway: BuzzFeed’s key to keeping these verticals growing is to constantly incubate new pages, assigning temporary teams of three to six people that can be moved from one page to another as the audience growth warrants it. Once a page becomes established, a permanent team will be assigned and it’ll be taken out to advertisers, usually at around six months. (Tasty wasn’t marketed to advertisers until after six months.)

First Look: Mizzen+Main's New Ad Campaign
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