E-commerce has become one of the key revenue drivers for certain parts of the publishing industry. As publishers across the globe look to diversify their revenue models, some are seeing success by using their editorial expertise as the foundation of an e-commerce strategy, bridging the gap between content and sales.
While in the formative years of e-commerces strategy for publishers, the line between editorial and sales was particularly tricky to navigate, publishers have now found ways to keep the content quality high while driving sales through e-commerce in a relatively natural way.
This has arguably been achieved best in the US and UK. In this session, hear from Marie-Claire’s UK-based head of fashion affiliate, Emily Ferguson, who works specifically on Marie Claire Edit, as she unveils how to successfully integrate e-commerce into a publishing strategy and work with affiliate, advertising and editorial partners.
Previously the e-commerce business development manager at The Telegraph, Ferguson will draw on her strategy and content experience to explain how to lead a successful e-commerce site to build more audience data, engage readers, drive e-commerce revenue and maintain editorial tone of voice.