By Max Willens

On Monday, The New York Times announced it had purchased The Wirecutter and its sister site, The Sweethome, for just over $30 million. The deal gives the Gray Lady a new source of income and its first taste of affiliate marketing, a revenue stream publishers have been exploring to supplement display ad revenue.

The Times is hardly the first publisher to go there. Publishers have for years been trying to get credit for the purchases they inspire on their pages and websites. Some experiments are now scuttled, like New York magazine’s Shop-A-Matic and ShopVogue.tv, but new ones are popping up all the time: In the past two months, Style.com relaunched as a commerce hub, and New York unveiled The Strategist, a web page offering product recommendations.

But these days, publishers aren’t trying e-commerce out as an experiment. Several publishers’ operations have gotten more sophisticated. Here are three ways publishers are making e-commerce into a real business.

Rewarding loyalty
Two years ago, Purch, a publisher of B2B and B2C brands that earns more than half of its revenue from e-commerce and lead generation, decided that it was overly reliant on search traffic, and that it needed to find a way to get more people to come back to its owned and operated sites.

Purch launched Perks, a loyalty site similar to another site it acquired, Active Junkie. Perks customizes its look and feel based on the site its visitors arrive from and has a loyalty program that offers cash to shoppers as a reward for buying there.

While Perks has only been live for a month, it’s already attracting the same number of daily users that Active Junkie did. “I’d much rather make $3 off you three times than $5 off you once,” said Phil Barrett, Purch’s senior vp and gm of shopper services. “Give away and build trust, and you will be rewarded.”

Read the full article here: http://digiday.com/publishers/three-ways-publishers-bringing-sophistication-e-commerce/

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