Ecommerce is On the Rise Again. Here Are 6 Articles On Ecommerce Strategies for Publishers
Ecommerce has emerged as a hot topic for 2018. Just last month Hearst Magazines acquired a minority stake in Gear Patrol (a men’s brand focused on enthusiast products and content) to bolster it’s ecommerce strategy, while Future (parent company of TechRadar and PC Gamer), acquired NewBay Media, (which is heavy on enthusiast and product-based verticals such as Bass Player, Guitar World, and MusicWeek) shortly after launching the Louder platform, a music hub and ecommerce platform.
Like all such moves, these publishers are looking to directly capitalize on the purchases their content often inspires but for which they’re not rewarded unless thy provide the user the ability to purchase directly from them or through an affiliate program.
Publishing Executive has published quite a few articles on ecommerce strategies over the years, so we figured we curate some of the highlights. Keep in mind that some of the articles are a few years old, but while the brands and parent companies may have changed, many of the tactics and strategies are worth learning from.
As one of the pieces below indicates, there’s nearly an infinite number of possible ecommerce models publishers could pursue. The key is finding one that’s the right fit for your business’s and your audience’s needs. Hopefully these posts can serve as inspiration or tales of caution.
How Can Magazine Publishers Make Ecommerce Work?
“The skills for managing an audience and a customer base are pretty closely related. Here are a few things to think about if you want to make ecommerce work for your audience.”
How Instagram’s “Shop Now” Button is Shaking Up Publishers’ Social Commerce Strategies
“Publishers have the capacity to add more context to the items that retailers want to sell and drive better conversions, proving that there are alternative and more effective ways to produce revenue on Instagram.”
Publisher Ecommerce Models Can Take Many forms
“Despite the increasingly large numbers of publishers that are now experimenting with online retail, it's also clear that no singular ecommerce model has yet emerged.”
How Wine Enthusiast’s Mobile-First Site Helps Readers Discover the Perfect Wine, Wherever They Are
A look at Wine Enthusiast's 2015 site relaunch, which focused on mobile users, optimized for search-based activity, and enabled readers to shop for items featured in winemag.com stories.
The New York Times’ Acquisition of The Wirecutter Signals Rise of Commerce in Publishing
From 2016, forecasting the rise of ecommerce we’re seeing today, founder and CEO of StackCommerce Josh Payne explores the different routes publishers might take in building a ecommerce business.
How to Win at Voice-Assisted Search
This piece looks at the growth of voice-assisted search and the role it will play in ecommerce, making clear publishers need to think about ecommerce from a mobile point-of-view.
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.