The Chicago Tribune reports that the latest in emerging media advertising...late night advertising when retail stores are closed. 24 hour shopping is getting a new meaning online where special deals are being offered to online users when the bricks and mortar stores are closed. Traditional retailers including Sears, Kohl's, and Dick's Sporting Goods are testing out a new emerging media advertising with specials only available between midnight and dawn. This untested emerging media marketing tactic is very low cost when compared to traditional advertising means such as direct mail, print advertising and television. Furthermore, when you look at the cost to keep a retail store open not to mention the quality of staffing you get at these hours, this seems like a no brainer. There are however a few retail operations keeping the bricks and mortar stores open 24/7 such as WalMart but the data to support this as a fruitful endeavor is not readily available. It should be easy to see if this is a flash in the pan emerging media advertising plan if others follow suit and the online users engage.