Quantcast
return Home

Shueisha general manager: Print audience fuels ecommerce model

The largest publisher in Japan, Shueisha, realised it was time to enhance its offering when it witnessed online sales overtaking print in 2007. But developing its own ecommerce offering would be easier said than done…

Chie Ogura ()

Chie Ogura, general manager, ecommerce at Shueisha was faced with this dilemma when trends showed the desirability of online media: 

Ad sales Japan ()

At the time, Shueisha already published several successful fashion print brands, including Flag Shop (circ. 10,000), which led them to consider developing an ecommerce site to accompany it. “Online retail was not a traditional business for a publisher,” said Ogura, speaking today at FIPP Asia. “We considered outsourcing this activity to a third party, which would have been a low risk for a low return.”

However, when it came to execution, the Flag Shop team decided to build their own system, creating a specialist team for the job. After US$3m worth of investment over six years, Flag Shop online was born. And what was surprising for the team, said Ogura, was the amount of data they could capture as opposed to print. “To have behavioural and buying data allowed us to interact ‘one to one’ with our audience and gave us a lot more in-depth information,” she added. “Data analysis has changed the way we work, it was never available (or appreciated enough) in the past. It’s very important to know your customers.” 

Flag Shop ()

“Once we have the data, we can customise the site with data analysis, to enable efficient marketing.” 

Although a risk initially, not to mention a huge investment, Ogura said the fact that the brand had a print heritage helped to have an edge over competitors. “Flag Shop is supported by loyal magazine readers,” she said, “we can use professional photography from the magazine to advertise products in the online shop, and we can tie-up advertising over both platforms. Although a risk, it’s clear that take advantage of the brand’s print network to come up with original products has paid off.

More like this

Inside Top Gear publisher Immediate Media's TV and ecommerce acquisition

  • Millennials no more: The Week Junior and AwesomenessTV on engaging younger audiences While the industry continues its pursuit of ‘millennials’, the generation of media consumers coming up behind them is still to a large extent being overlooked. Here, Kerin O’Connor from The Week Junior, and Kelly Day from AwesomenessTV, give us their take on how publishers can better understand even younger audiences.  28th Jun 2017 MagWorld
  • Building superior brand experiences through a multi-channel approach Deepak Lamba, CEO of Worldwide Media (WWM) in India, explains how the business is embracing multi-platform media campaigns to boost the reach and impact of its brands – with exceptional results – and says WWM has its eyes set firmly on becoming India’s leading entertainment and lifestyle content creators for every available platform. 26th Jun 2017 MagWorld
  • Building a subscription-driven business from the ground up Geoff Ramsey, co-founder and chief innovation officer of eMarketer started his working life as a magician. Here he explains how eMarketer found its magic formula – how a traditional ad house was transformed into the research and data giant we know today, the tricks it deployed to survive some turbulent times, and how the business plans to continue coming up trumps in the future… 26th Jun 2017 MagWorld
  • Four industry experts share insights on innovating live events Live events are a rapidly growing revenue source for publishers, but as the field becomes ever more competitive event organisers need to be nimble, creative and innovative to remain on top of the game. Here, we combine the insights of four leading industry experts on developments within the sector. 25th Jun 2017 MagWorld
  • How Marie Claire is embracing a more diverse range of voices Focusing on social and political issues, giving readers current events news in context may sound more like a news magazine than a Marie Claire, but women’s magazines have been producing this kind of content since creation, according to Kate Lewis, Hearst Digital Media’s SVP/editorial director in the US. There is good reason why it is now more noticeable... 21st Jun 2017 MagWorld
  • Nine steps to rapidly transform your legacy teams No amount of tinkering at reorganisation will work. Tinkering has failed. New business models and new editorial models require new thinking, new roles, new workflows, and new organisational structures, writes INNOVATION Media Consulting senior director John Wilpers. 19th Jun 2017 Insight News
  • Four industry experts share insights on innovating live events Live events are a rapidly growing revenue source for publishers, but as the field becomes ever more competitive event organisers need to be nimble, creative and innovative to remain on top of the game. Here, we combine the insights of four leading industry experts on developments within the sector. 25th Jun 2017 MagWorld
  • Reuters Digital News Report 2017 highlights lessons for publishers across multiple markets Growth in social media for news discovery is flattening out, ad-blocking on desktop has stalled, brand recall on social is low, voice-activated digital assistants are emerging as news platforms in some countries and regions. If the Reuters Institute Digital News Report 2017 makes one thing clear, it is that the digital revolution is full of contradictions and exceptions, for the simple reason that countries and regions across the globe started this revolution at different times and places and aren’t progressing at the same pace. 22nd Jun 2017 Insight News
  • Millennials no more: The Week Junior and AwesomenessTV on engaging younger audiences While the industry continues its pursuit of ‘millennials’, the generation of media consumers coming up behind them is still to a large extent being overlooked. Here, Kerin O’Connor from The Week Junior, and Kelly Day from AwesomenessTV, give us their take on how publishers can better understand even younger audiences.  28th Jun 2017 MagWorld

Video

Visit our Youtube channel

FIND OUT MORE

In this article

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE
Go to Full Site