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Pop-Up Primer

2011_06_whwsla-12.jpgWall Street Journal writes about the pros and cons of staging pop-ups. The advantages: not having to pay for a permanent space, being able to reach young people, and benefitting from more buzz than a brick and mortar operation. The downsides, per John Fraser of the celebrated but short-lived What Happens When in New York: "the team exhausted itself and only broke even with the four-month long pop-up." [WSJ]

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