GQ’s adding a product recommendation section to its site
GQ is adding more commerce to its site with a new section of suggestions for clothing, accessories and shoes.
GQ Recommends, which GQ site editor Jon Wilde will formally announce Jan. 12, is the latest step in a larger effort to deepen its relationship with its readers, grow e-commerce revenue and position itself as a resource for its readers.
“It’s a thing our guys have been asking for, implicitly, for a long time,” Wilde said. “We weren’t making it easier to connect the dots [to a purchase].”
Last year, GQ surveyed its audience and found 40 percent of respondents visited their site for its product recommendations; another 30 percent wished GQ would offer more product recommendations.
Separate research that GQ conducted with affiliate commerce vendor Skimlinks found that readers who looked at stories that were shoppable spent nearly twice as long on GQ’s site — 14 minutes — as readers who only consumed GQ’s editorial content.
To create Recommends, GQ’s developers worked to amend Condé Nast’s content management system so products could be added to the Recommends section with a single click inside the CMS. But even though it will be easy to add products to the section, the site’s editors plan to be choosy. Wilde said between 5 and 10 percent of the products that get written up elsewhere on the site will end up on Recommends. The site’s staff monitors both SEO data and on-site search trends to decide what kinds of product categories to include in Recommends.
A separate team, headed by GQ commerce editor Martin Mulkeen, figures out which retailers to link to each product entry. Unlike some commerce publishers that heavily depend on Amazon, most of the products that GQ recommends aren’t sold by the world’s largest e-commerce company, leaving Mulkeen to figure out those deals.
In some cases, Condé Nast’s corporate relationships such as its commerce deal with Farfetch influence those decisions. But as Recommends grows, along with the database behind it, GQ will use a mix of technology and human labor to make sure all its items are in stock and priced appropriately.
Recommends is the second product GQ has added to earn more affiliate commerce revenue. A Best Stuff newsletter launched in August. GQ said commerce revenue grew 500 percent, year over year, in 2017, though it declined to share hard revenue figures. It expects to grow that total 30 percent in 2018.
“This could be the first step toward where we start recommending to people on a one-to-one basis,” said Rob DeChiaro, GQ’s digital gm. “It could be a logged-in, send-you-alerts-when-something-you-like-becomes-available kind of thing.”
Member ExclusiveMedia Buying Briefing: ‘The golden age of audio’: New forms hit a higher note, but radio buyers still struggle to hear it
As digital audio continues to grow, forecast by eMarketer to hit $5.59 billion in 2021, media buyers and planners are still trying to find ways to make effective use of it.
Publishers boost climate change coverage as the issue takes the world stage
With the countdown to the COP26 summit underway, publishers are boosting their coverage of climate change in videos, articles, events and audio.
How Axios is tackling local news: newsletters from small teams, in more markets
Axios plans to have local newsletters in 23 markets in 2022. But local news is a challenging undertaking, and many have failed before it. How is Axios differentiating itself?
SponsoredHow legacy publishers are transforming into profitable streaming channels
Navdeep Saini, co-founder and CEO, DistroScale, parent company of DistroTV Connected TV (CTV) has become one of the fastest developing channels in advertisers’ marketing mix today. The pandemic led to an increase in CTV consumption, with 75% of consumers watching more streaming content than before quarantines set in. With streaming viewership continuing to gain momentum, […]
‘Giving people more control’: Rise in flexible working is enabling older workers to defer retirement
Enforced working from home has opened many people’s eyes to the potential for flexible working, and for many older people it has offered them a way to defer retirement.
‘We see a world where publisher data replaces third-party data’: News U.K. puts its data at the nucleus of post-cookie push for media budgets
News U.K. has overhauled the way it collects, sorts and monetizes its audience data across all its titles via first-party data platform Nucleus.