Two years ago, I had the pleasure of delivering a webinar for INMA, the International News Media Association, on a topic that I had been studying for some time: how media companies can grow their revenues through e-commerce.

That’s a topic that’s only grown more relevant. This session, Why Publishers Need an E-Commerce Strategy and How to Implement It, explored the nuts and bolts of how publishers can capitalize on e-commerce to diversify their revenue streams and engage audiences in new ways. Today, I’m thrilled to share that this session is now freely accessible to anyone interested, not just INMA members!

A huge thank you to the team at @bolt for supporting this event and for supporting my time, so that I could create the materials and deliver this workshop.

What to Expect from the Webinar

This session covers:

• Why e-commerce matters: I discuss why e-commerce has become a vital opportunity for publishers beyond ad revenue.
• Models that work: Whether through affiliate marketing, product partnerships, or direct-to-consumer sales, publishers can tailor e-commerce to fit their unique audience and brand.
• Getting started: Real-world tips for implementing e-commerce strategies, including examples of publishers already succeeding in this space.

TL;DR?

For a quick overview, check out Fast Company South Africa’s article on the session. They’ve done a fantastic job distilling some of the key takeaways and trends discussed in the webinar.

Whether you’re in publishing, digital strategy, or simply curious about the evolution of media, I hope this resource offers valuable insights for expanding revenue and connecting more deeply with audiences.

Watch the webinar here, and let me know your thoughts!

Dig Deeper

Here are links to some of my previous reports on this topic. All are freely available to download.

* eCommerce in Publishing: Trends and Strategies (2022)

* The Publisher’s Guide to eCommerce: Case Studies (2020)

* The Publisher’s Guide to eCommerce (2019)

Damian Radcliffe is a journalist, researcher, and professor based at the University of Oregon. He holds the Chambers Chair in Journalism and is a Professor of Practice, an affiliate faculty member of the Department for Middle East and North Africa Studies (MENA) and the Agora Journalism Center, and a Research Associate of the Center for Science Communication Research (SCR).

He is an expert on digital trends, social media, technology, the business of media, the evolution of present-day journalistic practice and the role played by media and technology in the Middle East.

Damian is always a three-time Knight News Innovation Fellow at the Tow Center for Digital Journalism at Columbia University, an Honorary Research Fellow at Cardiff University’s School of Journalism, Media and Culture Studies (JOMEC), and a Life Fellow of the Royal Society for the Encouragement of Arts, Manufactures and Commerce (RSA). In Spring and Summer 2023 he was a Visiting Fellow at the Reuters Institute for the Study of Journalism at the University of Oxford.

With nearly 30 years of experience in the media industry, Damian has worked in editorial, strategic, research, policy and teaching roles in the USA, Middle East and UK. This includes roles in all media sectors (commercial, public, government, regulatory, academic, and nonprofit/civil society) and all platforms (print, digital, TV and radio).

He continues to be an active journalist, writing regular features for Digital Content Next, the International Journalists’ Network (IJNet), journalism.co.uk and other outlets. His work focuses on digital trends, social media, technology, the business of media, and the evolution — and practice — of journalism.