Can Publishers Make E-Tail Pay?

In an age where print media is trailing digital growth but display ads still aren’t pulling their weight, publishers are looking to e-commerce to drum up some extra revenue.

But while plenty of media companies are making an effort—whether it’s Harper’s Bazaar launching e-boutique Bazaar Shops last fall, Better Homes and Gardens’ new shopping channel or Lucky recently restructuring its executive team to focus on digital commerce—many are still struggling to find a profitable model. Veterans of the space say it’s a lot harder than it looks.

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