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E-commerce

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Introduction

News media companies are diversifying in many ways to increase revenue — including e-commerce. Many companies now feature product reviews that connect to a product (The New York Times' Wirecutter) and even their own online marketplaces (SPH Media has its SHOP initiative and several media companies are now selling wine), allowing them to tap directly into the growing e-commerce market. 

The pandemic was a boon to e-commerce: "A new baseline seems to have been laid down," INMA Advertising Initiative Lead Mark Challinor said. "Much of what e-commerce embraces is reducing friction and helping people save time/effort, which is a tangible benefit that doesn't go away — even when people can shop in-store again if they want to."

Phil Schroder, head of digital user engagement at Gannett and INMA blogger, wrote recently: "Local media companies have a distinct advantage to maximuse e-commerce opportunities in their markets because they have access to exclusive local content and a large pool of consumer data."

Much of e-commerce is about the right partnerships, INMA President Maribel Perez Wadsworth said: "It is really a data-driven product, content-driven enterprise. So optimising for the most lucrative partner economics is really going to be key."

We hope these words of e-commerce wisdom and in-the-trenches case studies inspire you. 

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “E-commerce”

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Is BuzzFeed’s approach to advertising a lesson for all news publishers?

INMA Advertising Initiative Lead Mark Challinor shares his thoughts on BuzzFeed’s advertising strategy and model, digging into affiliate commerce, brand safety, and media consolidation and collaboration.

11 October 2021

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Financial Times tests its commerce abilities with wine product

The Financial Times learned a lot and made a small profit from its HTSI Curates wine product.

21 February 2023

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The Independent shares e-commerce strategies for new revenue

During Tuesday’s Webinar, INMA members learned about some of the trends in e-commerce and how it is reshaping the news media industry, including how it has helped The Independent diversify its revenues. The media company is on track to bring in half its revenue from non-advertising sources this year.

02 November 2022

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E-commerce is here, so media companies need to create their strategy

Damian Radcliffe, a digital analyst, journalist, researcher, author, and professor of journalism and practice at the University of Oregon, shared seven strategies media companies can use to include e-commerce in their revenue mix.

25 May 2022

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News publishers are strongly positioned to grow affiliate e-commerce revenue models

Marketers have pivoted away from traditional digital display advertising and toward growth areas that open up opportunities for news publishers to increase affiliate revenues.

25 July 2022

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Dagens Nyheter e-commerce revenue stream doubles since 2019 launch

Dagens Nyheter of Sweden began its embedded e-commerce initiative in 2019 and has doubled e-commerce sales, growing by 70%. A partnership with Tipser helps the media company sell items from art to electric bikes.

14 April 2021

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INMA President Maribel Perez Wadsworth shares news industry outlook for 2023

During this week’s Webinar, INMA President Maribel Perez Wadsworth discussed the outlook for the news media industry in 2023, detailing many key topics news media leaders should be looking at in the next 12 months. Among these topics are the economy, the growth of e-commerce, and the power of journalism.

11 January 2023

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Paid content + e-commerce can help media succeed with reader revenue

The transition to paid digital content is going mainstream, and e-commerce done right can help the digital publishing industry in this critical transition.

14 July 2021

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Media companies use product testing and reviews to grow revenue, audience

The New York Times’ Wirecutter, DotDash Meredith’s Travel + Leisure, and Gannett’s Reviewed.com are creating content centered on product testing and reviews. Here’s how it’s working.

23 May 2023

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The rise of direct e-commerce offers media a smart revenue path

Both legacy and new news publishers need to find alternative ways to generate revenue that goes beyond traditional advertising and affiliate marketing. Direct e-commerce appears to be a good option.

23 May 2021

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Dagens Nyheter shares 3 key lessons from its direct e-commerce model

In the spring of 2019, Dagens Nyheter launched a successful campaign offering an electric bike exclusively to its subscribers as part of its overall e-commerce initiative.

20 June 2021

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News media companies must embrace social commerce

Social commerce is the latest iteration of e-commerce. Here is a look at how fast it’s growing, how advertisers will use it, and what platforms work best.

25 July 2022

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50% of revenue at Exame now comes from educational offering

Exame in Brazil went from a bi-weekly print product to a multimedia digital-first product in three years. Here’s how it quadrupled revenue and decreased expenses.

28 August 2022

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6 things media companies should know about ad tech companies

Ad tech companies are drivers of much of what happens in the advertising industry. From worry of a recession to a slowdown in e-commerce, here are a few things news media companies need to know about the ad tech industry.

21 August 2022

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E-commerce initiative pays off with SHOP by SPH Media

When COVID-19 changed everyone’s buying behaviour, SPH decided to jump on the e-commerce trend and launched SHOP by SPH.

12 September 2022

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Books, sports merchandise offer compelling e-commerce opportunities

With exclusive local content and a large pool of consumer data, media companies are in a prime position to develop new products that generate revenue.

04 January 2022

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3 business opportunities of commerce as a product

INMA Product Initiative Lead Jodie Hopperton tackles the business opportunity of commerce as a product, such as the shopping site BuzzFeed, which debuted in 2020.

14 October 2021

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

INMA’s latest report, “Why Media Ad Sales Teams Need E-Commerce,” focuses on how sales teams interact with e-commerce, how news publishers can leverage it, and its opportunities as an advertising offering.

20 July 2023

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2 e-commerce paths help news publishers maximise digital monetisation

When a media channel becomes a shopping destination, it creates a better user experience and there is no loss of readers.

25 August 2021

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Should ad sales teams take over e-commerce efforts?

INMA Advertising Initiative Lead Mark Challinor explores the possibilities of putting our advertising sales teams in charge of e-commerce initiatives.

01 December 2021

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News publishers can create revenue, maintain integrity by back-populating native ads

Native advertising can call journalistic integrity into question, but back-populating offers with full transparency can be a solution to this challenge. Dagens Nyheter and Aftonbladet have successful models to look to.

03 April 2022

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Bonnier Finance’s O Vinu grows community, revenue with wine product

Bonnier Finance’s O Vinu targeted the middle market during the pandemic, creating a revenue- and community-building product.

22 February 2023

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Times Internet sees 70%+ profit margin from MensXP content-to-commerce brand

MensXP’s MUD is India’s first beauty brand for men, tapping into a market — more than 2 million active users daily — that wants natural and organic products.

14 December 2020

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Use these 3 strategies for ad teams charged with e-commerce

When moving ownership of e-commerce over to your ad sales team, you should: pilot it first, create a checklist for resource exploration, and detail your e-commerce objectives.

02 December 2021

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These 3 e-commerce priorities are the base of a successful programme

Not all media buyers understand the promise of e-commerce. News media companies can hold their hands by understanding the technology, creating a frictionless user journey, and responding to their feedback.

24 July 2022

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Product teams must align mechanics of commerce with advertising, journalism

INMA Product Initiative Lead Jodie Hopperton takes a look at why product and advertising may butt heads when it comes to commerce and how commerce priorities must align with journalism priorities.

13 October 2021

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Pandemic consumers forever changed Connected TV, e-commerce ad experience

In the areas of Connected TV and e-commerce, the advertising industry jumped by leaps and bounds during the pandemic. What can news media companies learn from the subscription models of CTV, and can we extend our revenue streams through e-commerce?

15 February 2023

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Dennis Publishing boosts revenue through acquisitions and affiliate content-to-commerce models

Dennis Publishing began its venture into content-to-commerce with its Buyacar acquisition in 2014. The platform now brings in about 30% of revenue for the company, which continues to expand its commerce offerings.

18 November 2020

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Mobile ad revenue opportunities grow for media companies this year

Advertising spend is predicted to grow by 2.6% over the next 12 months. Much of that is mobile, so here’s what you need to know about MNOs, RCS, and old-school SMS, which has much higher open and response rates than e-mail. Also, mobile apps are poised to generate more revenue than ever.

14 March 2023

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SCMP Research vertical taps new B2B revenue stream

In addition to more traditional content-to-commerce models, SCMP is finding success with a new research-based vertical that thrives due to its editorial expertise.

30 November 2020

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Shoppable ads ease buying experience, let users purchase directly on publisher’s site

According to Insider Intelligence, the top channel for bolstering growth in the U.S. market has been through shopping ads and retail ad networks with an expectation that retail media ad spending will double between 2023 and 2027, reaching more than US$109 billion.

28 December 2023

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How The Independent is shaping the future of news media with e-commerce

INMA Presentation File

01 November 2022

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Why publishers need e-commerce strategy, how to implement it

INMA Presentation File

25 May 2022

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How Aftonbladet works with e-commerce to diversify its monetisation strategy

INMA Presentation File

23 September 2021

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Trends media businesses need to keep an eye out for in 2022

INMA Presentation File

16 July 2021

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Dagens Nyheter's unique approach to e-commerce

INMA Presentation File

14 April 2021

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Content to Commerce #BlackFriday

As Austria´s biggest online daily newspaper, we are mainly dependent on the sale of classic advertising. Due to falling advertising prices and other changes in the market, we are forced to find new sources of revenue in order to position ourselves more independently for the future. We are connected ...

01 March 2021

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Affiliate revenue on Tek.no

With the Covid-19 pandemic taking its toll on Norwegian ad revenues, Tek.no started the year with a devastating drop in affiliate revenue of -44 % in Q1 compared to the previous year. However, we broke all records for affiliate revenues for our site, and ended Q4 with a 155 % increase. Tek.no has steadily ...

01 March 2021

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New Media Revenue and Reader Loyalty Through E-Commerce

The campaign had two main goals. Firstly, to generate new media revenue. E-commerce as a new revenue stream was introduced to diversify income besides earnings from subscriptions and ad sales. Secondly, to strengthen reader loyalty and engagement with the media brand.  Dagens Nyheter (Sweden) is a ...

01 March 2021

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Volt Africa

Businesses are faced with unprecedented challenges with retrenchments and job losses being the result of the COVID-19 lockdowns.  Our goal was to educate and empower SMEs to embrace the digital shift to e-commerce by providing them with access to e-commerce platforms and a publishing network that they ...

01 March 2021

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Peacock Presents: Holiday Steals & Deals with Jill Martin

In 2020, NBC News and Peacock launched a first-of-its-kind shoppable streaming event, “Peacock Presents: Holiday Steals & Deals with Jill Martin.” The special sought to build on a successful linear franchise’s reach, bolster TODAY’s growing e-commerce business, and support the launch of NBCUniversal’s ...

01 March 2021

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From World Wide Web To Bookshelves Everywhere

Our aim was to use our existing online content to create traditional print books that we could sell to our online fans. The idea came when a fan of our cooking website “Leckerschmecker” asked if we were ever going to release a cookbook. We saw the potential and found a way to test the feasibility of ...

01 March 2021

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The MBA Initiative

The main objectives at the beginning of the project were (1) to develop a successful monetization model that did not depend on Paywall or traditional Advertising; (2) bringing professional opportunities for our readers and listeners, at a time of challenges for the job market; and (3) take advantage ...

01 March 2021

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