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This week in publications-least-likely-to, the Wall Street Journal launched The Shops at WSJ, an online e-commerce platform. Like Harper's Bazaar, Elle, and Lucky before it (which each found mixed results), the shops will offer a curated selection of items in women's and men's fashion in addition to books, tech, wine paraphernalia, and beauty. Users have to click through products to see the brand name, but pricing is available for quick browsing.
Unlike those magazines, the connection between editorial content and retail is further apart. Zachary Martz, WSJ retail development manager, noted, "There is a definitive line between church and state, between editorial and content. We're still exploring the line between editorial and content. We are not accepting money from brands or retailers." The shops generate revenue through sales as well as ads on the site, so the success or failure of this project will likely determine whether serious newspapers everywhere will launch their own retail sites.
· The Wall Street Journal Launches WSJ Shops [WWD]
· Allow Carine Roitfeld to Curate Your Online Shopping Experience With ShopBazaar [Racked]