Mike McCue of Flipboard speaks onstage with Eric Eldon. Getty/ Brian Ach
Flipboard announced on Monday that it was adding shopping catalogues to its publications — just in time for the holiday shopping season. Flipboard is a social site that allows users to collect and share articles and magazine pages; the new features will allow users to make holiday wishlists with links to make purchasing easier. Brands such as Banana Republic, the Gap, and eBay are distributing the Flipboard catalogue.
The change is indicative of the blurring of the lines between editorial and e-commerce, as users are able to collect and share editorial and commercial pages alongside each other. You could argue that the lines were always blurred; magazines such as Vogue were bought mainly for the ads and editorial spreads that were basically in-house ads featuring a variety of products. The digitization of magazines only extends that further by giving the option to purchase.
Online pinboard Pinterest has been able to raise $225 million in funding, bringing its valuation up to $3.8 billion. Even though the site brands itself as an aspirational pinboard for users to post recipes, home decor, and fashion, many brands use it to promote their products. Pinterest does not include links to purchase, but rivals such as Wanelo and The Fancy do. (Wanelo has raised more than $100 million and The Fancy has raised more than $53 million in funding.)
On the other side, consumer brands are expanding their editorial efforts beyond promotion of their products to attract customers. For example, beauty products delivery and e-commerce site Birchbox also has a magazine with how-to guides for users. Outdoor recreation gear brand REI has dedicated an entire section of its site to staff-written articles about outdoor adventures and treks. Some of the articles have a sales angle; others do not. Amazon, one of the world’s largest online retailers, is attempting to create a stronger editorial voice in fashion since it has struggled to gain a foothold in sales of trend-conscious clothing. Again proof that a strong or weak editorial edge can have an effect on sales — and a case for blurring the lines.
