New INMA report details e-commerce revenue opportunities for news publishers

By Dawn McMullan


Dallas, Texas, USA


How news media companies can leverage the revenue opportunities of the post-pandemic e-commerce boom is the focus of a new report released today by the International News Media Association (INMA). 

Why Media Ad Sales Teams Need E-Commerce focuses on:

  • How publishers can leverage e-commerce
  • Sales teams and e-commerce
  • E-commerce as an advertising offering
  • The future of e-commerce

With a 77% year-over-year increase in 2020, e-commerce growth during the pandemic accelerated at a rate that experts say would have normally taken four to six years. According to the report, this acceleration has introduced new growth and revenue opportunities to the news media industry. 

The New York Times was one of media's early e-commerce pioneers with its NYT Store.
The New York Times was one of media's early e-commerce pioneers with its NYT Store.

Per the report, e-commerce offers media companies the chance to monetise their content directly by selling products related to their brand or content. Additionally, media can leverage e-commerce to create new revenue streams, such as selling digital downloads and subscriptions, or giving access to premium content.

Written by INMA Advertising Initiative Lead Mark Challinor and INMA Ideas Blog Editor Paula Felps, Why Media Ad Sales Teams Need E-Commerce looks at the main areas to be considered when entering the e-commerce space: the trends, which media companies are doing it well already, and how to (re)structure for a robust e-commerce operation. 

While many news media companies are just beginning to explore e-commerce options, the report points out that others have been doing it for years and offers examples of how to leverage this opportunity. 

Among the report’s examples and case studies are: SPH Media, Gannett, The Independent, The Telegraph, The New York Times, Condé Nast, BuzzFeed, Aftonbladet, and Dagens Nyheter.

Why Media Ad Sales Teams Need E-Commerce is available for free to INMA members and for purchase by non-members at

About Dawn McMullan

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