Issue No. 241: Hodinkee Launches A Store

Since its launch in 2008, Hodinkee has been something of an industry trailblazer: initially conceived as a blog covering the watch industry with a mix of news and in-depth features, it launched at a time when“the entire watch industry seemed almost afraid of the internet,” says Pulvirent. Today, investors include John Mayer, Ashton Kutcher and Google Ventures. In 2012, it added an e-commerce platform in order to amplify commercial opportunities, and the site now collaborates on limited edition pieces with brands such as Vacheron Constantin and TAG Heuer. Hodinkee reported year-on-year growth of 60 percent last year, with 75 percent year-to-date growth for 2017.

See more of the issue here.

Issue No. 37: The World’s Most Valuable Brands



As the general election heats up, so will digital marketing spend. Every four years, brands tune into political campaign seasonal data to reengage brand loyalists or to harvest new brand ambassadors. With the data available to brands and media outlets, we will see a summer ’16 spike in targeting based upon our location, political affiliation, and our estimated median household income.

Here is a look at home the median household income stacks up by candidate and how terms like: working class, middle class, and upwardly mobile are being redefined by political affiliations.

via FiveThirtyEight

But the definition of “working class” and similar terms is fuzzy, and narratives like these risk obscuring an important and perhaps counterintuitive fact about Trump’s voters: As compared with most Americans, Trump’s voters are better off. The median household income of a Trump voter so far in the primaries is about $72,000, based on estimates derived from exit polls and Census Bureau data. That’s lower than the $91,000 median for Kasich voters. But it’s well above the national median household income of about $56,000. It’s also higher than the median income for Hillary Clinton and Bernie Sanders supporters, which is around $61,000 for both.

Several party apolitical inferences can be considered here. I’d love to hear your thoughts by tweeting them to @2pmlinks.

See more of the issue here.

Issue No. 33: eCommerce Agencies Are Blowing Up


Shopify eCommerce brand agencies are the rage, these days. And they are becoming more competitive by the month! And for good reason, brands are seeing success with data-driven marketing and improved conversion techniques. On Friday, May 13, 2PML will be hosting a chat with three selected leaders of the industry. Topics of discussion include: the top ten Shopify dev houses in the United States, best practices, top business-boosting software suites, analytics, and the top brands on Shopify Plus.

See the rest of the issue here.

Issue No. 30: The Perfect Audience + Swipe to Buy



I stumbled upon Bloomberg Pursuits today. As you see above, the averagehousehold income of the magazine’s reader is $575,000. Bloomberg has expanded print publishing from quarterly to bi-monthly in the past year and has begun using their @Luxury Twitter handle for frequent digital features.

As a gear publication or a lifestyle feature, it’s just average. Even Gear Patrol is better. Where copycat sites like GP are lacking is in the authenticity of their readership. They buy traffic to pump viewership numbers but those numbers don’t click on ads or add-to-cart, as much as the perfect residual audience.

Frankly, wealthy women and men don’t scour Facebook or Twitter all day. As such, traditional traffic driving (from those platforms) doesn’t result in the types of traffic that you’d want for eCommerce actions. Bloomberg is building the residual audience (the holy grail of product-marketing media) the organic way by pitching Pursuits to professionals who subscribe to Bloomberg Terminals. An audience with discretionary income and predictable tastes is the result.

How much does Bloomberg Pursuits know about their reader? The site currently uses 83 platforms and tracking technologies. One thing they’ve yet to institute? Affiliate marketing or traditional eCommerce. As the Bloomberg Pursuits audience continues to grow, it will become a benchmark for other products and services using media to further engage their premium audiences.

See more of the issue here.