She who controls supply and demand will rule the internet. Publishers are recognizing that they must become whole ecosystems to thrive and commerce is a key component (again).
The ‘content and commerce’ movement was supposedly dead when Ben Lerer (Thrillist) and Jason Ross (JackThreads) chose to part ways. With this failure (hint: it really wasn’t a failure), it emboldened many in publishing to proclaim that commerce didn’t work.
Across newsrooms, from coast to coast, many publishing executives ignored investing in eCommerce between 2014-2017. Affiliate marketing teams were prioritized over ad sales teams and as a result, well-written articles went from literary showcases to collages of products to purchase. As ad sales continue to dwindle and affiliate sales remain on shaky ground, many of the healthiest digital publishers had a paradigm shift of sorts:
- How do we gain independence from platforms like Facebook?
- How do we hedge against falling ad sales and a weakening affiliate market?
- How do we foster community within our readership?
For many non-subscription and subscription digitals alike, merchandising has been used to address each of these questions. By building community, publications become a destination. Digiday covered this phenomenon, “The story behind that New Yorker tote bag.”
The must-have signifier of urbane sophistication in 2017 wasn’t Yeezys or torn jeans. It was a tote bag that The New Yorker gives to new subscribers.
The bag itself isn’t new — it’s been a gift the glossy has given out since 2014 — but thanks to Donald Trump and an iconic design, the bag became a hit. The magazine’s marketing department has distributed over 500,000 of them to new subscribers and existing ones, who soon started asking for bags of their own.