London newspaper, the Evening Standard, has expanded its entertainment content in order to drive ecommerce revenue through ticket sales.
Publisher ESI Media launched an editorial sub-brand in December called Go London, which features reviews and articles on the capital’s attractions, restaurants and events. A dedicated seven-person editorial team curates and compiles the content.
The publisher takes a percentage revenue share from show ticket sales and is also exploring deals with restaurant-booking and aggregator services like OpenTable. Go London also runs programmatic display ads, and the publisher has signed its first sponsorship deal.
“The expectation is e-commerce will be an important part of our revenue, not just an add-on,” said David Tomchak, digital director of editorial at the Evening Standard told Digiday. “It’s an integral part of the strategy.”
Traffic to the Go London section has increased 20 percent since December, according to the publisher, with search engine optimization traffic up by 63 percent since launch.