Third Time's A Charm?

When I first read about it a few days ago I wasn't sure what to think, in fact, I'm still not. Wal-Mart's new online media presence that is.

It's no secret that once a company has tarnished its name in the blogging sphere there's really no recovery. But Edelman has stepped out from behind the curtain this time to give it another go, on behalf of, (not for) their client of course. All about the Superstore's products, (gaming, gadgets, etc.) and engaging consumers directly, this third, legit attempt appears to have some good effort and strategy behind it. Though it seems the agency, feeling still a bit sore from its previous attempts, incorporated some CYA this time around -- see the reference on the 'About Us' page. Since launching around the holidays, the blog doesn't seem to be getting much foot traffic yet and I'm not guessing it will.

On a similar note - in my curiosity to see what others were saying about it, one blogger's opinion caught my attention, (about this and other topics in fact.) His post focuses more on the PR agency behind the effort and its supposed scheme to fudge subscription numbers to demonstrate the campaign's value by illusion versus reality...Really?