Magazine editors have always sold things. A recommendation in a trusted title moves product, and ecommerce is the attempt to get paid for that influence directly rather than through the advertising around it.
There are several ways in. Affiliate links in reviews and buying guides earn commission when readers already intend to buy. Others go further: Marie Claire built a shopping platform carrying more than a million products, while the London Review of Books grew a small online shop into a business with its own US warehouse. Hearst has turned the Good Housekeeping Institute's product testing into accreditation and licensing.
Get it right, and the revenues will flow. Get it wrong, and you’ll wish that you’d stuck to the knitting.
Jim Bilton The Ecommerce Challenge
For most publishers commerce is still a small share of revenue, and the risks are real, from culture and technology to the trust readers place in editorial. Disclosing commercial links tends to help conversion rather than hurt it, and smaller publishers have done well by testing cheaply before committing.
The ground is shifting as well. Shoppers increasingly research products through AI search and social creators, and much of the credit for a sale ends up with cashback and voucher sites.
Below you'll find some of our best feature articles on ecommerce and affiliate revenue for publishers, from affiliate content and online shops to licensing and trust, alongside our latest news and industry commentary.
Ecommerce – the future of media or a dangerous distraction? Get it right and it can transform your company’s financials. Get it wrong, writes Jim Bilton, and it can destroy your business. And there are plenty of examples of both.
Inject personality into e-commerce content by showing audiences the individual recommending the products, and why they’re qualified to do so, says Beth Crane, director of commercial growth.
In a time when consumers are being offered content for free, new revenue streams for publishers are always worth exploring. Keith Walker explains the lessons learned regarding affiliate revenue and what it means for your brand.
One publishing brand that seems to have nailed ecommerce is Marie Claire, both in the UK and, more recently, in the US. Ciar Byrne looks at its winning strategy.
LRB’s strategy is to engage its audience with new and exciting products as well as creating new iterations of its cult ranges, says Jill Tytherleigh, head of e-commerce and product development.
The future of Singletrack World’s e-commerce strategy focuses on two key areas: reducing friction and consolidating touchpoints, says Mark Alker, co-founder.
Consumer magazine media has a bright future, James Wildman tells Meg Carter, because of the substantial opportunities to build new revenue streams on the back of deep reader engagement.
The border busting reality of digital publishing has radically altered the traditional licensing model. But opportunities still abound to leverage your brand in overseas markets. Peter Houston reports.
Ecommerce is often cited by publishers as an obvious area for revenue diversification. But how to make a success of it?
If the attendees who gathered for the start of this year’s PPA Customer Direct conference were in any doubt about where they should be focusing their efforts – it would soon be made abundantly clear, writes Martin Maynard. For the direct and digital
The Beano is stepping into the world of contemporary fashion, as DC Thomson Consumer Products today announces the first ever The Beano menswear line exclusively on leading fashion online store, ASOS this month.
As further investment in its digital capability, ESI Media has created two new roles, appointing Caroline Stent as Digital Business Development Director and Matthew Balch as Head of Mobile.
Mail Newspapers yesterday announced the upcoming launch of a new customer portal, MyMail.
With advertising revenues under increasing strain, subscription revenues have never seemed so attractive and, says Carolyn Morgan, the potential for making money out of your readers goes way beyond the subscription transaction itself.
Mail Travel yesterday announced the re-launch of its Mail Travel website, which will enable easier integration with new and existing partners.
Air Business Group, the global mail, distribution, fulfilment and integrated subscriptions management bureau, has appointed Sarah Brennan as senior business development manager.
Bauer Media UK, home to multi-platform brands including heat, KISS FM UK, Grazia, Empire, Magic and Absolute Radio, has announced the promotion of Jo Baldwin to Digital Commercial Director, Bauer Media, to lead increased digital and commercial opport
With sales of digital magazines generally failing to live up to the early hype, Rebekah Billingsley asks, is it time brands started to look at alternative ways to make money beyond issue sales?
Bauer Media yesterday revealed a new look website for Yours magazine, its fortnightly magazine for women over 50.
Quadrant, part of the Air Business Group, has launched a comprehensive investment program into its systems development.
News UK announced on Friday that Victoria Sanders, has been appointed to head up its commercial travel team.
Immediate Media Co, the special interest content and platform company, has announced the appointment of Lee Stoddart to the newly created position of Strategy and Data Director.
Look, IPC’s weekly fashion magazine, has joined forces with fashion retailer Simply Be to launch its first clothing collection, available to consumers from April 22.
Livingetc, the modern homes title, has published an interactive issue; bringing the magazine’s pages to life like never before and marking a first in the interiors magazine market, say the publishers.
