Media adopting eCommerce at a hastening pace
Expanded image here.
Yesterday, I noted that I’d feature five media groups who’ve successfully added eCommerce to their revenue arsenals. The requirement to be on this list: (1) they have an editorial team (2) the sales are direct (not affiliate) sales (3) they also maintain a thriving ad-sales revenue stream (display and/or native).
- Barstool Sports: has a cult following in sports. They are rumored to generate $9M / year in eCommerce sales.
- Monocle: is a meticulous and artful online media company and print magazine that generates over $10M in eCommerce sales on just < 450,000 uniques per month.
- Hypebeast: is the queen of the throne, rumored to generate over $15M per year in eCommerce sales.
- Hodinkee: is my personal favorite. They are generating between $5M and $7M per year in watch and accessories sales.
- Goop: has figured out editorial eCommerce. Gwyneth Paltrow’s brand just raised another $10M to go full speed into eCommerce, leaving ad-based media in the dust.
Editorial eCommerce is the next wave for revenue-driven media companies. But it takes more than a pretty homepage to execute this strategy. As display ads continue to be challenged by vendors who prefer direct clicks, this type of traffic monetization will continue to thrive.
See more of the issue here.