Condé Nast shares its commerce GQ product playbook
Condé Nast’s GQ brand is an interesting case study in doing commerce well.
29 July 2024
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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, INMA
