Publisher The Strategist Is Teaming Up With West Elm

After years of testing and recommending West Elm products to their readers, the editors at The Strategist have finally taken the relationship to the next level. The New York Magazine title and the furniture and decor retailer announced on Thursday morning a collection of around 40 West Elm products, such as its Mid-Century Bar Cart and Bearaby Weighted Blanket, that the retailer will feature on its website as part of its The Strategist Recommends series. Editors at The Strategist hand-picked the items, drawing from its vast archival selection that dates back more than five years, and it will add products over the course of the partnership. The Strategist will earn a commission on each item purchased directly through the shop, though the publisher declined to provide financial specifics. In addition to the anticipated revenue bump, the partnership also aims to expose new audiences of West Elm shoppers to The Strategist brand, said editor Maxine Builder. The arrangement includes a marketing plan across both parties. “We’ve tested so many West Elm products over the years, so it’s something that we, on the staff at The Strategist, feel comfortable recommending,” Builder said. “It’s also an exciting way to reach an audience of potential new readers as well.” How Commerce-Heavy Publishers Are Preparing for an Unprecedented Holiday Season The Strategist has orchestrated a handful of editorially aligned partnerships in its history, including tie-ups with brands like Fenty, Zappos and Brooklinen, but this partnership is one of its biggest, both in scope and duration. The collaboration marks the first time West Elm has partnered with a publisher. Repurposing recommendations The partnership exposes The Strategist brand to new audiences, as well as serves as a low-lift effort to breathe new life into its archive of recommendations. The five-year-old title has reviewed and endorsed dozens of West Elm products over its lifetime, and The Strategist Recommends collection lets the publisher repurpose those recommendations, many of which have remained audience favorites over the years, such as the Fellow Stagg EKG Electric Pour-Over Kettle, first reviewed in 2018. The partnership also represents The Strategist’s ongoing efforts to explore and expand the possibilities of its off-platform partnerships, which expose the brand to new audiences and build relationships that prove beneficial in other areas of business development. As the commerce space heats up, publishers ranging from Complex Networks to Barstool Sports to Allrecipes have embraced brand partnerships, as the arrangements combine the brand recognition of media companies with the distribution capabilities of retailers. New areas of focus The defining features of The Strategist are its voice, design and taste, which means the brand can adapt to changing consumer conditions without disrupting what audiences have come to expect from it. When the pandemic hit, the publisher moved to emphasize work-from-home products. This year, as the country grapples with supply-chain issues, The Strategist has offered guides to navigating the logistical hiccups and has taken the delays into consideration when recommending items. The publisher hopes to increase its coverage of travel-related products in the coming year, Builder said. It launched its Steal My Vacation series this summer, editorial itineraries of influencers' desirable breaks complete with links to booking accommodation and activities, and plans to further expand into hotel reviews as the advertising budgets of brands return. “Of course we're doing the bread and––the best blenders, the best white t-shirts, the best sneakers––but we also want to make sure that we are nimble enough to respond to trends,” Builder said. “That's what makes what we do really special and fun on the editorial side.” How Commerce Is Evolving at Publishers BuzzFeed and Hearst Magazines

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The Strategist Is Bringing Its Trademark Recommendation Style to West Elm’s Site

The collection will feature up 80 products endorsed by the publisher

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