Affiliate marketing is an increasingly important part of the revenue mix for many publishers post-Covid.
How GQ And The Indy Are Boosting Revenue
Of 65 publishers surveyed in 2022 by content monetisation platform Skimlinks and industry title Digiday, 74% said they used affiliate sales to bring in diversified revenue.
How GQ And The Indy Are Boosting Revenue
Affiliate marketing, which falls under e-commerce, allows publishers to earn a commission from promoting or including a product or service on their website. According to advertising giant WPP, e-commerce will make up 25% ($9.1tn) of total sales by 2027, up from 19% ($5.4tn) in 2022.
How GQ And The Indy Are Boosting Revenue
Publisher revenue from e-commerce is also growing. Skimlinks’ UK publisher clients (which include most of the major players) saw their revenue grow 80% from 2020 to 2022. The value of purchases made through these affiliate links in the same period meanwhile grew by 36%, while affiliate traffic grew by 41%.
How GQ And The Indy Are Boosting Revenue
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How GQ And The Indy Are Boosting Revenue
How GQ And The Indy Are Boosting Revenue
“The Covid bump has persisted so we’re seeing year-on-year growth for the majority of our publishers,” says Francis Mac Aonghus, senior director of publisher development EMEA at Skimlinks.
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Tech Radar, What Hi-Fi? and Marie Claire publisher Future grew its e-commerce revenue almost five times between 2019 and 2022 to reach £272.7m last year. The Sun, while running a much smaller e-commerce operation than Future, reported in its latest annual results that growth of its affiliate network was “generating synergies across the News UK Group by creating sporting content shared across The Sun and…..