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Article: Web publishers morph into online retailers.
- Article from:
- Advertising Age
- Article date:
- February 9, 1998
- Author:
CopyrightCOPYRIGHT 1998 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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As traditional publishers add commerce to their Web sites, they are beginning to delve into the foreign world of retailing. The challenge is providing a successful transition from the off-line soft selling of subscriptions to much more concrete online pitches for specific products.
That means they need to develop new expertise in critical retail areas, such as creating point-of-purchase displays or moving loss leader products on their sites.
`HOW DO I SELL MORE?'
Over the past year, publishing sites have been testing different models, including options for going it alone, cutting deals directly with manufacturers or striking alliances ...