Digital publishers have been focusing more attention on e-commerce as numerous revenue stream opportunities exist. This includes partnerships and sponsorships when applicable.
One such partnership that has caught our attention is the one between Allure and MasterCard Inc. MasterCard is helping publishers make sales easier and the fulfillments are being made by retailers like Wal-Mart and Saks Fifth Avenue. The Wall Street Journal has the story. “Starting this month, readers that click through product reviews and photos featured at Allure will be able to add items to a shopping cart instead of circling items or dog-earing pages with products they want and then searching for the items elsewhere on the Web.”
This process continues the integration of advertising and editorial. Allure says that it will offer shippable advertisements to brands that are separate from the editorial content.
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