Pioneer publishers are launching content-to-commerce initiatives to create new sources of revenue growth. Content-to-commerce reduces the runway between consideration and purchase and offers new business model possibilities, fusing next-generation branding with content marketing, direct-to-consumer product, and e-commerce. INMA shares case studies on first-movers in the content-to-commerce space.

Who should read the report?

Advertising and revenue executives, senior management, senior strategists

Author

Dawn McMullan is senior editor at INMA, based in Dallas, Texas, United States

Detailed overview

Pioneer publishers are launching content-to-commerce initiatives to create new sources of revenue growth. Content-to-commerce reduces the runway between consideration and purchase and offers new business model possibilities, fusing next-generation branding with content marketing, direct-to-consumer product, and e-commerce. INMA shares case studies on first-movers in the content-to-commerce space.

“Content-to-Commerce Brings Revenue in Post-Advertising World” focuses on the case studies of five diverse news media companies from differing areas in the world:

• Aftonbladet: The Swedish publisher has partnered with e-commerce platform Tipser to sell products while staying within the media company’s Web site.
• Dennis Publishing: Dennis is the top example of how content-to-commerce works in the media industry. It sells cars it owns and has two affiliate marketing brands in the United Kingdom. Its car brand brings in 30% of the company’s overall revenue.
• The New York Times: Wirecutter, a 9-year-old product review Web site, generates more revenue from affiliate commissions than traditional advertising.
• South China Morning Post: SCMP has two traditional content-to-commerce brands, but here we discuss SCMP Research, a literal content for commerce revenue strategy that has slowly grown over the past few years and debuted as a proper revenue strategy in July.
• Times Internet: The Times of India digital division makes direct sales of men’s products after acquiring MensXP in 2009.

“Content-to-Commerce Brings Revenue in Post-Advertising World” is an early look at how traditional news publishers are creating their content-to-commerce strategies, focusing on three basic models:

• Affiliate models, sending customers to an outside link and earning the media company a percentage of the revenue.
• Attribution marketing, keeping track of the touchpoints from customer to purchase and putting a value on getting the consumer from point A to point B.
• Direct e-commerce, allowing the organisation to keep items on its own Web site and grow direct collaboration because the media company owns the product. This usually brings higher revenue streams and higher conversions.

Keys to making this work are data, trust, and the ability to meet a need.