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How 5 media companies around the world are using eCommerce | What’s New in Publishing

In this series of comprehensive reports on publishers and e-commerce, we have already seen how major publishers such as BuzzFeed, POPSUGAR, and Marie Claire UK are innovating in this area. With these three publishers, I wanted to highlight some examples of interesting e-commerce that can be seen in the media environment around the world.

Here are five case studies that caught our eye, from Heart Media and Dennis Publishing to Associated Media, NBC Universal and Today Show.

Related Media Publishing (South Africa)

AMP (Associed Media Publishing) is a leading independent publisher in South Africa's women's media brand. This includes local and international titles such as Cosmopolitan, Good Housekeeping / Goeie Huishouding, House and Leisure, and Women on Wheels.

They reach 3.5 million consumers a month through online, digital, and events. Last year, AMP generated about 6,253 original content, which achieved 88 million views.

After January 15, 2019, AMP announced that it was focusing on digital outputs and events without renewing its license to print the local version of Marie Claire. This is part of AMP's extensive efforts to recreate the relationship between magazines and audiences, including retail angles.

Julia Raphaely, CEO of Associated Media Publishing, said in a May 2019 Media Voices podcast that “South Africa's e-commerce is still relatively small.” For consumers ”

One way companies have begun to implement this approach is to use QR codes. In October 2018, AMP packed a Maki publication with a huge QR code. After scanning the code on smartphones and / or tablets, consumers were redirected to the "Ready to Shop" page of each magazine brand where they could buy the product.

Through image

AMP has seen an immediate increase in its e-commerce activities. From mid-December 2018 to mid-April 2019, QR scans increased from 7,000 to 17,430, and store page views increased from 47,000 to 84,441. As a result, the number of products available for purchase more than doubled from 1,500 to 3,174.

The initiative also received industry recognition for winning a bronze medal at the 11th IAB Bookmark Awards (2019) in the emerging digital segment of interactive mixed media.

together Esther KeziathorHere What's new in publishing "In Western countries, affiliate links and commissions are a well-known source of revenue for publishers thanks to Amazon." However, in other markets, that model may not exist or may be the most appropriate way for publishers to monetize their creative shoppable content.

Dennis Publishing (UK and US)

Founded in 1973, Dennis launched his first magazine, Kung Fu Monthly, and is now the sixth largest consumer magazine publisher in the UK, with annual sales of over £ 130 million ($ 161m). It currently has a portfolio of more than 30 brands operating in four major areas: business, technology, automotive and lifestyle, reaching more than 50 million unique users and selling more than 2.5 million magazines a month.

By 2018, Dennis Publishing expected to achieve 40% of e-commerce revenue in 2018. The key to this is the BuyaCar site, which allows the automotive industry and users to buy new or used cars online, apply for finance, and then deliver the car home. increased revenue from £ 400 million in 2014 to £ 660 million in 2018 after Dennis acquired it in 2014. Across the UK, 21% of all UK online motor spending is spent with Dennis.

video pass SlideShare. Nick Flood, MD, Digital, Dennis Publishing Presentation. Digiday Publishing Summit Europe, 2018

Importantly, as Pete Wootton, chief digital officer at Dennis Publishing, explains, BuyaCar buys vehicles from franchise dealers but doesn't buy them until the order is placed, thus avoiding debt related to stock holdings.

At the same time, “We actually chose partners and dealers, mainly those who care for our customers. "What happens doesn't look good to Dennis, not the dealer," Wootton said.

With 2.5 million and 1.2 million monthly visitors, Auto Express and Carbuyer support 15% of Buyacar customers. Thanks to the existing readership, Dennis was convinced that he could turn the elements of this active audience (leaders want to buy a car!) Into sales.

Dennis was named Media Company of the Year by the 2018 UK Media Awards. was nominated for Digiday's 2018 Best Ecommerce Strategy. But the site says, "Dennis didn't scratch the surface of car commerce."

According to the Society of Motor Manufacturers and Traders, about 8 million used cars are sold annually in 2018, of which about 7,000 are sold directly by Dennis on their site

Wootton said, “What we do in the overall proportion of the market is still very small. “We want to expand our business on a large scale because we believe that it will generate hundreds of millions of dollars in revenue. [of pounds] In the next few years. Next year we believe we will make 100 million pounds. [$138 million]”

Image: Lead Generation Example with Auto Express. pass Viblio.

Heart Media (Singapore)

With 20 publications in Singapore, Malaysia, Southeast Asia, and offices in Singapore, Kuala Lumpur, Jakarta, Hong Kong, and Shanghai, Heart Media has 10 websites and a series of "Exclusive Luxury Lifestyles" in Singapore Phuket (Thailand). Organized events ") and Penang (Malaysia).

The company wants to produce "market-leading magazines and digital media that connect with the rich, brand-conscious consumers of the region through selected lifestyle activities." The title includes Wow (World of Watches, Singapore, Malaysia, Hong Kong, Indonesia and Vietnam), the fashion magazine L & # 39; A home and lifestyle magazine known as Officiel's Singapore edition, Singapore's Western and Malaysian rooms, Art Republik and Quarterly Luxury Real Estate Magazine.

In 2015, Heart Media acquired the luxury lifestyle portal As of the end of 2017, the site has more than 1 million unique visitors a month, with more than 2.5 million pages viewed per month.

“We have a wide range of publications, from watches to fashion, art and luxury yachts. So we felt we had to acquire digital assets that act as content aggregators for the entire group, ”said Olivier Burlot, CEO and publisher.

In 2018, we invested in Luxify, a Hong Kong-based online luxury marketplace, to pay an undisclosed amount. The site is described as "eBay for Super Rich," although the online marketplace is being rebuilt after its acquisition by My fashion Republic Group as of November 2019.

The popup has been popping up on the homepage for months, but the posts on point to the relevant page on the Luxify website and allow access to the old site.

Image: Screengrab of LUXUO in September 2019
As of November 2019, this feature no longer appears to be available.

Advertising and events are a major source of revenue, but the company invests in e-commerce. "Investing in e-commerce, but not running it, to understand how e-commerce works," Olivier Burlot said, provides a potential model for other publishers to imitate.

In addition to this, in 2018, the company invested in Aditus., "This is a revolutionary new platform that brings advanced cryptocurrency to a luxury world through a privacy-oriented, distributed network using smart contracts and blockchain technology." As a result, "converting cryptocurrencies into real assets has never been easier."

Aditus manages these opportunities to provide both merchants and consumers with all the lifestyle products, services and experiences that can be purchased through cryptocurrency.
Crypto trading is also becoming an important source of revenue.

Heart Media CEO Olivier Burlot told the FIPP Asia Conference in Wuhan, China, at the end of 2018. “In two years, many people became very rich through cryptocurrencies, Burlot said. receives a 3% commission on the transaction. "In complex cases, it can go up to 5% on payments. So we can imagine this to be a bigger business for us."

video: screenshot Aditus website

NBCUniversal (USA)

Earlier this year, NBCUniversal announced some big TV brands including NBC, NBC Sports, Telemundo, USA Network, Bravo, E! CNBC Prime will accommodate ShoppableTV.

Business Insider shared how the service works, saying: “ShoppableTV displays QR codes on the screen for 30 seconds within commercials and shows. Users can use their mobile phones to scan QR codes and go directly to e-commerce sites to purchase certain products. NBCU will collect not only the cost of creating a shopable ad with a partner brand, but also the percentage of sales resulting from a QR code scan. ”

"By pairing brands with premium content, going beyond purchase funnels, and removing barriers that traditionally arise when consumers view and buy products, marketers are providing direct sales channels to millions of viewers across the country."

Josh Feldman, Head of Marketing and Advertising Creative at NBCU, via The Drum

Image: ShoppableTV Demo Image, pass NBCUniversal and Hollywood Reporter

The Hollywood reporter wrote the following:

“The company, in cooperation with an unpublished technology company, said the technology will be used for the first time to drive sales directly on American television. We recently tested the technology on NBC's Today and found tens of thousands of scans and six sales in minutes. ”

Today show (USA)

One of the most successful and longest-running TV shows in American history, Today (aka Today Show), has pioneered a variety of approaches to e-commerce.

In addition to being a test place for NBCUniversal's new shoppingable TV strategy (Summarized above)Breakfast shows are also looking for other opportunities.

This included working on a broadcast show with today's dedicated space to "expand online promotion of online products and then build success and momentum."

At the show, the popular “Steals & Deals” reported last year earned $ 60 million in e-commerce revenue from e-commerce revenue and sold more than 2 million products during the holiday shopping season. “Jill & # 39; s Steals & Deals helped NBC News President Noah Oppenheim. Over the week after Thanksgiving, the site has generated more than $ 12 million in sales.

Hosted by Jill Martin, TODAY offers three essential broadcast items every month. The five-minute segment has about 3 million users, and the wider website has its own microsite. And app.

video: Mother's Day Stealing (video screenThrough NBC

Separately, Today has a larger online store with separate sites and articles that offer coupons, vouchers and promo codes. (E.g. & # 39;Best gift for 1 year old children, according to child development experts""8 state-of-the-art gifts for self-declared gadget geeks”And“25 gift ideas that grandpa doesn't really return”) There are links to Amazon's fashion items and the "You can shop what you saw at the show" section.

In 2018, traffic to today's online store increased by more than 80%, and the company expected to earn 400% in e-commerce last year.

Most online content with links related to partners are not located on women or other publisher sites that are related to content types suitable for e-commerce. (Yes :Everyday 14 pairs underwear real women wearDescribed below.)

Image: Screengrab of TODAY website.

The site is very transparent about the fact of making money through partnerships. It provides a potential benchmark of openness that others can follow well.

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