Can Publishers Make E-Tail Pay?

To succeed, print brands need to take risks

In an age where print media is trailing digital growth but display ads still aren’t pulling their weight, publishers are looking to e-commerce to drum up some extra revenue.

But while plenty of media companies are making an effort—whether it’s Harper’s Bazaar launching e-boutique ShopBAZAAR last fall, Better Homes and Gardens’ new shopping channel or Lucky recently restructuring its executive team to focus on digital commerce—many are still struggling to find a profitable model. Veterans of the space say it’s a lot harder than it looks.

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