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Gearino is blogging "Stephenville Dreams," which chronicles small-town life in Stephenville, TX (pop. 15,000). The blog is the social media arm of a marketing campaign by the Carpenter Co., makers of pillow and mattress pad cushioning, and is featured on the company's consumer Website, www.SleepBetter.org. The marketing campaign also encompasses "Lullaby," the latest release by country artist and Stephenville resident Jewel.
Though Carpenter embraces mattress covers, Gearino insists he doesn't cover mattresses or otherwise shill the company's products or do its bidding insofar as what he writes about. Still, it seems as if Gearino, a freelancer, has found himself a comfy corporate patron and given new meaning to the term "embedded journalist."
Jewel, pillows and mattresses. Mmmm. Where was I?
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