The shift isn’t merely taking place at new media companies, either. And yet, today we’re seeing a surging number of digital publishers, from Gawker and Vox Media, enlist the help of Commerce Editors in the efforts to merge editorial content with commerce.
Interestingly enough, the term didn’t exist a few years ago.
So what exactly is a “Commerce Editor,” you ask? In the simplest terms, it’s someone responsible for working lockstep with editorial teams to write and optimize commerce content. Point in case: In recent months we’ve seen a number of major publishers, from Business Insider to Buzzfeed, create commerce organizations within their companies and hire Commerce Editors to lead the charge. The fact that commerce is evolving into a major investment theme for publishers, not only from a resources standpoint, but from a high-level strategy perspective. The recent acquisition validates what industry insiders have been vocal about for some time now. Unlike a traditional ad, Native Commerce allows publishers to seamlessly integrate relevant products into daily content. With click through rates on display ads less than 0.1 percent on average, publishers are looking to Native Commerce for fresh, incremental ways to generate revenue. The sale confirms that advertisers and brands are seeking out new opportunities to reach audiences in today’s increasingly saturated market. The site takes a uniquely editorial approach to reviewing and curating what they deem to be the very best products on the market. Unlike traditional display advertising, which is proving to be less and less effective, The Wirecutter focuses entirely on affiliate commerce content. The gadget gurus and product pundits behind the online consumer guide have spent the past five years writing borderline-obsessive product reviews with much success. If The New York Times’ recent acquisition of The Wirecutter for a cool $30 million is symbolic of anything, it’s the future of digital monetization.
Guest column: Josh Payne, the founder & CEO of StackCommerce, says commerce is evolving into a major investment theme for publishers
0 kommentar(er)
