How publishers can implement e-commerce into editorial and business strategies is the focus of an INMA Webinar featuring Damian Radcliffe, a professor of journalism and professor of practice at the University of Oregon as well as a Knight Innovation Fellow at Columbia University.
Group M, a leading media investment company, projects
that by 2024, retail-focused e-commerce will amount to US$7 trillion in annual sales activity, making e-commerce a revenue stream that publishers ignore at their peril.
Many media outlets are already embracing this trend. Shifting consumer behaviours, coupled with the urgency to diversify revenue streams, has encouraged a growing number of publishers who are ready to cross the online shopping Rubicon.
More than 30% of commercial publishers surveyed
by the Reuters Institute for the Study of Journalism indicated that e-commerce would be an “important” or “very important” revenue stream for them in 2022.
So what can be learned from existing efforts? And how can publishers navigate potential pitfalls?
In this one-hour Webinar supported by Tipser, Damian will explore how to implement e-commerce into your editorial and business strategies, by showcasing best practices and the emerging challenges that publishers need to address to offer the types of online shopping experiences that consumers increasingly demand.
About Damian Radcliffe
An experienced digital analyst, journalist, researcher, and trainer, Professor Damian Radcliffe
has worked in editorial, research, policy, and teaching positions for the past two-and-a-half decades in the United Kingdom, Middle East, and the United States. This includes roles in all media sectors (commercial, public, government, regulatory, academic, non-profit/civil society), and all platforms (print, digital, TV, and radio).
About Tipser (now Bolt)
Tipser is an enterprise platform for embedded commerce, enabling shoppers to make a purchase at the point of inspiration with no redirection. Reaching more than 200 million consumers across its publisher network, Tipser offers a catalogue of over one million products. In 2022, Tipser was acquired by US checkout specialist Bolt – together they have a shared vision of enabling shoppers to purchase anywhere, across any digital surface.