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The business publisher The Wall Street Journal launched its affiliate commerce arm, Buy Side, last June, in a bid to parlay its recommendation authority and affluent readership into a new source of revenue.
One year later, despite a broader pullback in consumer spending, the division has found its commercial footing, refined its audience strategy and introduced a series of new initiatives, according to head of business development and marketing Emily Welsh.
In conversation with community editor Luz Corona during Adweek’s Commerceweek event in Manhattan, Welsh detailed a number of insights the division has gleaned from its first year of operation.
“Getting into this space and finding a new way to diversify our revenue stream were no-brainers,” Welsh said, “but we had to make sure that we created a product that readers could trust, especially because we are a part of The Journal.
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