As publishers cast about for new sources of revenue, many have begun dipping their toes into commerce, a line of business that legacy publishers once regarded as taboo. Today, affiliate commerce is poised to grow into a $6.8 billion business by 2020, and retailers have never been more eager to partner with publishers to stave off the retailpocalypse.

Join us at Digiday Hot Topic: Commerce for Publishers to learn from publishers that have waded deeply into these waters.

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Speakers

  • Brandon Berger
    CHIEF BUSINESS OFFICER
    THE SKIMM
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  • Camilla Cho
    GENERAL MANAGER, ECOMM
    NEW YORK MAGAZINE
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  • Nathan Coyle
    CEO
    DOMINO MEDIA GROUP
  • Rob DeChiaro
    GENERAL MANAGER, DIGITAL
    GQ
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  • Chris George
    EVP, PRODUCT MARKETING AND SALES STRATEGY
    POPSUGAR
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  • Jacqueline Goldstein
    SENIOR director OF COMMERCE
    VOX MEDIA, INC.
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  • Amanda Hesser
    CO-FOUNDER & CEO
    FOOD52
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  • Chris Lavergne
    PRESIDENT
    THOUGHT CATALOG
  • Doug Llewellyn
    PRESIDENT & COO
    PURCH
    LinkedIn Icon
  • Erika Nardini
    CEO
    BARSTOOL SPORTS
    LinkedIn Icon
  • Mariana Rittenhouse
    SENIOR director OF BRAND STRATEGY
    DASH HUDSON
    LinkedIn Icon
  • Marc Rothschild
    COO
    CLIQUE MEDIA GROUP
    LinkedIn Icon
  • David Siegel
    CEO
    Investopedia
  • Jessica Spira
    director, HEAD OF REVENUE
    WIRECUTTER
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  • Merrill Stubbs
    CO-FOUNDER & PRESIDENT
    FOOD52
    LinkedIn Icon
  • Guy Vidra
    CRO
    XO GROUP
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  • Neil Vogel
    CEO
    DOTDASH
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Agenda

Thursday, May 3

  • 8:30 a.m.
    Breakfast and Networking
  • 9:15 a.m.
    Opening Remarks
    • Max Willens

      PLATFORMS REPORTER

      DIGIDAY

  • 9:25 a.m.
    The Digiday Fishbowl

    Attendees will be asked to submit the biggest challenge, grievance or issue they’re facing on a day-to-day basis. Don’t hold back! These will be used to drive a constructive discussion around overcoming workplace hurdles later in the day.

    • Max Willens

      PLATFORMS REPORTER

      DIGIDAY

  • 9:30 a.m.
    Competition

    Affiliate commerce is nothing new. But in the past couple years, it’s attracted a new crop of publishers, turning what had once been a relatively sleepy corner of media into a more crowded one. Are there enough deals, plans and oxygen to go around?

    • Jessica Spira

      DIRECTOR, HEAD OF REVENUE

      WIRECUTTER

    Moderator
    Max Willens
  • 9:45 a.m.
    Using Data to Build the Case for Pursing Commerce Revenue

    Deciding whether or not to invest in commerce requires research. Vox’s Jackie Goldstein walks through how she tested and got to yes.    

    • Jacqueline Goldstein

      SENIOR DIRECTOR OF COMMERCE

      VOX MEDIA, INC.

    Moderator
    Max Willens
  • 10:00 a.m.
    Building an Audience with Data Science

    How do you figure out that your audience is ready to buy a subscription product? And where do you find them? Audience data is a good place to start.

    • David Siegel

      CEO

      Investopedia

  • 10:15 a.m.
    Product Integration

    Adding affiliate links or a prefab storefront is one thing; integrating commerce directly into one’s CMS is another. Hear two publishers explain their decision to overhaul the back ends of their sites.

    • Rob DeChiaro

      GENERAL MANAGER, DIGITAL

      GQ

    • Chris George

      EVP, PRODUCT MARKETING AND SALES STRATEGY

      POPSUGAR

    Moderator
    Max Willens
  • 10:35 a.m.
    Using the Whole Buffalo

    Knowing what your audience buys is valuable, not just for you but for advertisers too. Hear how Popsugar uses conversion data and audience data to form relationships with advertisers.

    • Chris George

      EVP, PRODUCT MARKETING AND SALES STRATEGY

      POPSUGAR

    Moderator
    Max Willens
  • 10:50 a.m.
    House Ads

    Many advertisers would like to hear that ads on a publisher’s site can drive results for their business. When you use that inventory to try and sell your own product, you learn quickly what works and what doesn’t. And you can share that information with advertisers too.

    • Chris Lavergne

      PRESIDENT

      THOUGHT CATALOG

  • 11:05 a.m.
    Owning the Shopping Cart

    Take control of the transaction, and you own a wealth of first-party data on your customers. You also own the headaches, risks and challenges that come with a customer relationship. Hear Domino CEO discuss the merits of owning the customer relationship.

    • Nathan Coyle

      CEO

      DOMINO MEDIA GROUP

    Moderator
    Max Willens
  • 11:20 a.m.
    Networking Break
  • 11:35 a.m.
    Distribution Tactics

    How does content distribution change when you’re hoping to drive conversions, rather than simply coming out ahead on advertising? Do you use publisher partnerships? Facebook? All of the above?  

    • Camilla Cho

      GENERAL MANAGER, ECOMM

      NEW YORK MAGAZINE

    Moderator
    Max Willens
  • 11:50 a.m.
    Loyalty, loyalty, loyalty

    Getting a customer to convert once is great. But how do you do it over and over again. Hear how Purch has been building a loyalty program that runs across its titles.

    • Doug Llewellyn

      PRESIDENT & COO

      PURCH

    Moderator
    Max Willens
  • 12:05 p.m.
    Platform Roundtable

    Advertising-focused publishers have a complicated relationship with platforms including Facebook, Google, Instagram and YouTube. Commerce-focused publishers do too. But how is it different? Can platforms be more useful to publishers looking for conversions rather than RPMs?

    • Doug Llewellyn

      PRESIDENT & COO

      PURCH

    • Neil Vogel

      CEO

      DOTDASH

    • Marc Rothschild

      COO

      CLIQUE MEDIA GROUP

    Moderator
    Max Willens
  • 12:35 p.m.
    Lunch
  • 1:30 p.m.
    Amazon Roundtable

    Advertising-focused publishers have a complicated relationship with platforms including Facebook, Google, Instagram and YouTube. Commerce-focused publishers do too. But how is it different? Can platforms be more useful to publishers looking for conversions rather than RPMs?

    • Doug Llewellyn

      PRESIDENT & COO

      PURCH

    • Merrill Stubbs

      CO-FOUNDER & PRESIDENT

      FOOD52

    • Neil Vogel

      CEO

      DOTDASH

    Moderator
    Max Willens
  • 2:00 p.m.
    To Brand or Not To Brand

    Publishers lean on their brands to develop the credibility and permission necessary to sell certain kinds of products. But is that brand strong enough to put on an actual product? Learn more about how Food52 decided to launch its own line.

    • Amanda Hesser

      CO-FOUNDER & CEO

      FOOD52

    • Merrill Stubbs

      CO-FOUNDER & PRESIDENT

      FOOD52

    Moderator
    Max Willens
  • 2:15 p.m.
    The Digiday Fishbowl: Discussion

    Get prepared to air it all out. We’ll take the fishbowl submissions from earlier in the day and use them as discussion prompts to figure out how to fight back against what’s causing problems in a modern retail workplace.

  • 2:30 p.m.
    Products On Demand

    Selling your own products is a lot less risky if you don’t have to worry about warehousing, storing or manufacturing them. Hear how drop-shipping and on-demand productions help power one corner of Barstool Sports’ commerce operation.

    • Erika Nardini

      CEO

      BARSTOOL SPORTS

    Moderator
    Max Willens
  • 2:45 p.m.
    Monetizing Instagram

    The power of the modern publisher rests in its authority, quality of content, and distribution. Instagram presents a prime opportunity for publishing brands to increase page views, improve content performance, and monetize their most important channel. Mariana Rittenhouse, Senior Director of Brand Strategy at Dash Hudson will discuss how publishers can leverage Instagram to convert audiences and drive new revenue.

    • Mariana Rittenhouse

      SENIOR DIRECTOR OF BRAND STRATEGY

      DASH HUDSON

  • 3:05 p.m.
    TheSkimm on Email

    Even the most well-developed retailers and marketers use email as an engine for their e-commerce businesses. But how do you start a commerce business with a newsletter?  

    • Brandon Berger

      CHIEF BUSINESS OFFICER

      THE SKIMM

    Moderator
    Max Willens
  • 3:20 p.m.
    Networking Break
  • 3:35 p.m.
    Vendor and Retail Management

    Direct relationships with retailers are key to growing ecommerce revenue. But how do you manage dozens, or even hundreds of them? Hear from XO Group’s The Knot does it in one of the most vendor-crowded spaces in media.

    • Guy Vidra

      CRO

      XO GROUP

    Moderator
    Max Willens
  • 3:50 p.m.
    SEO

    Credibility and quality are the bedrocks of a successful SEO strategy. Dotdash CEO Neil Vogel will discuss how his commerce strategy rests on both.

    • Neil Vogel

      CEO

      DOTDASH

    Moderator
    Max Willens
  • 4:05 a.m.
    Gathering, Storing and Using Audience Data

    A loyal audience can tell you everything you need to know about products. But how do you extract the most relevant information and insights from them without burning them out?

  • 4:20 a.m.
    Using Influencers

    The right influencer(s) can deliver insights, distribute content, develop your brand and drive sales.

  • 4:35 p.m.
    5 Things We've Learned & Closing Remarks

    We'll summarize the event and discuss highlights from the day of presentations, discussions and brainstorms. This will also include a brief recap of the challenges identified, solutions proposed and next steps outlined.

    • Max Willens

      PLATFORMS REPORTER

      DIGIDAY

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