Adweek: Why Publishers Are Taking Their Brands Offline With New Product Licensing Deals

Excerpt: The partnerships also serve the interests of brick-and-mortar stores, noted Winder. A BuzzFeed and Walmart relationship is strategically advantageous for the latter as it adds a digital halo effect to the retailer—and keeps the products out of Amazon’s grasp. “It’s a chance for digital media companies to reach their audiences who would recognize their brands in these new settings,” said Diana Gordon, director, Shop+ at Mindshare North America.

PopSugar got into this space with beauty products and, most recently, a clothing line sold exclusively at Kohl’s, ranging in price from $24 to $92.

To learn more, read the full piece here.