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PureWow has entered the chat.
The publisher, one of two editorial titles owned by GMG, announced the launch of its newest commerce initiative on Wednesday morning, a text-to-purchase software called wowtext.
The platform, which PureWow developed in-house, allows participants to purchase products directly through text message, the latest in a series of efforts from publishers to reduce the number of steps between inspiration and transaction. It also builds on the trust PureWow has built with readers, which helped it generate $21 million in affiliate revenue in 2021, said Ryan Harwood, the chief executive officer of GMG.
“We said to ourselves, ‘Okay, our readers clearly trust us.