14th July 2016

How does e-commerce generate revenue?

Monetising digital content is an ongoing problem for specialist publishers.


Some publishers are purchasing and selling websites, such as Dennis Publishing and Time.

This allows publishers to reach a new, higher-margin revenue that has previously remained unexplored by the industry.

The trend of purchasing and selling web domains is a reaction to the ongoing struggle across the publishing industry to effectively monetise digital content.

It does, however, allow publishers to merge editorial content with a searchable online database of produce for sale in the purchased website.

Dennis Motoring's Publishing Director, Geoff Love, told Press Gazette: “It is a more focused approach on the website… We are driven by the amount of traffic looking for certain cars and the amount of cars we have for sale on the site. If there’s quite a few being sold we want to be in a position to help an advertiser find an audience for those cars.

“Ultimately a lot of what we’re doing is about bringing people who are looking to buy cars together with people looking to sell cars.

“So along that supply chain, if we can get closer to that end goal then we’re adding additional value beyond just creating value. The start point is obviously about creating great content but then it’s about how can we further help our readers and the audiences that we develop to buy, in this instance, the car that they’re looking to purchase.”   

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