The French word for shop is 'magasin'. We reckon they're onto something, the French (beyond the nice art and the poodles and stuff), because magazines and retail go together like snails and garlic butter.
Except it's the wrong way round. Instead of publishers exerting their incredible influence and ready-made audiences to do something magical with retail, they've let the shopkeepers jump them gun on them and launch their own magazines.
It's time for the publishers to fight back, but making pennies from a cruddy bolt-on affiliate store is not the answer. Social commerce is the answer. Here's five big reasons why:
1) Social Commerce is a form of e-commerce that editors can get behind; it allows editorial teams to curate a product roster and add real value to an e-commerce offering.
2) At the same time, social commerce empowers readers rather than exploiting them. It helps grow community by rewarding readers instead of scaring them off with hard sales.
3) Rather than making a slim margin from sales (or an