Love the coverage from Ad Age here:

One case study: Federated Media and JC Penney teamed up to launch the Fall Shopping Guide, a collection of content from popular woman-focused blogs prominently sponsored by the retailer's Chris Madden Collection.

Earning subscribers
The site aggregated content from blogs such as Heather Armstrong's Dooce, The Mommy Blog and Confessions of a Pioneer Woman. JC Penney didn't have rights to review or influence content. The site launched mid-September; a few of the contributing bloggers mentioned it on their blogs, some did not. But traffic started to grow. Federated execs started to notice traffic coming from places such as StumbleUpon, a social-bookmarking site, and RSS readers, which meant people were beginning to subscribe to the content.

This all refers to a program we worked on with JC Penney and Ave A. It was a great example of how to do conversational marketing right.