ecommerce

Publishers cross platforms with their gift guides

The holiday shopping season officially kicks off on Friday, and with ad revenue harder to come by, publishers are trying to get readers to spend more money with them this year.

For some, that means not just creating gift guides, but working with advertisers on placing product inside gift guides, distributing their gift guides on directly monetizable platforms Instagram and Pinterest, and even launching flash deal sites and storefronts that will last throughout the holidays, like InStyle’s 30 Days of Deals site, which launched Tuesday.

“We are creating the best possible environments for product across many of our sites,” said Will Lee, the digital director of Time Inc.’s entertainment, sports and style brands.

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