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BLENDING COMMERCE AND CONTENT: Hearst Magazines UK is the latest magazine publisher to try to bridge the worlds of editorial and e-commerce, linking with The Hut Group. The partnership deal will enable customers to shop from a selection of products chosen by magazine editors at Theukedit.com, which will be shipped to their doors within 24 hours.
Beginning with Men’s Health and Digital Spy, each of the shops is independently created and reflects the tone, content and brand values of the titles. Other stores from Hearst titles — including Cosmopolitan, Elle and Handbag — will come online during 2013.
As each title decides which products to feature in its magazine every month, they will also select the products to sell on Theukedit.com, whose retail technology offers leading conversion tools and customer service.
Benefits to consumers and advertisers include shopping advice from editors, click-to-buy shopping, late next-day delivery, national and international shipping, and data insights across media and shopping behavior, the companies said.