Publisher spotlight: American Media, Inc.

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American Media, Inc. (AMI) owns and operates the leading celebrity and health & fitness media brands in the country.

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American Media, Inc publisher spotlight | Awin

AMI pioneered both the celebrity and health & fitness categories. During the 1960s, the National Enquirer was the first magazine to begin publishing celebrity news and gossip on a weekly basis. Weider Publications (acquired by AMI in 2003) launched the very first health & fitness magazine, Your Physique, in 1940. Today, AMI’s celebrity titles have the #1 market share in total newsstand circulation in the celebrity category and are the fastest growing brands online. 

In what way does American Media utilize affiliate marketing?  

American Media runs a custom content affiliate marketing program. This program was launched in April 2018 and consists of an in-house commerce editorial team that operates across all American Media properties, focusing primarily on Us Weekly, Men’s Journal and our other lifestyle brands.

What kinds of products and deals resonate with your audience?  

Our key verticals are fashion, beauty/grooming, health & wellness, and personal tech. Our audiences are strongly self-improvement focused – From looks to health – and also convert highly with products that are “comfortable” – From beds and robes, to shoes and pants. 

How does American Media differentiate itself from competitors in the affiliate space?  

Our commerce division focuses on finding the best and more unique uses for products, so deals and promotions are not always necessary for American Media to cover a product. We also steer away from large roundups and listicles, from which we have seen our audience simply browse but not convert. Our team works on discovering and presenting the best product for very specific needs – i.e. the best shoes to wear if you have a long communicate … on a subway … in the summer … in 80 degree weather. This department is also very network-oriented, and we focus on partnerships much more than sending mass amounts of traffic to places like Amazon. 

What are the key factors in determining which programs to join and what do you look for in an advertiser partner?  

We look for partners we can build long, mutually profitable relationships. We understand that affiliate marketing is naturally relationship oriented and we look to develop relationships with brands that resonate. Having a strong team or account manager supporting the brand, makes the brand much easier for us to work with. We also look for brands looking to try new, creative things in the affiliate space.

What are benefits for advertisers working with American Media?  

  • Vast audience: Access to our 68+ unique monthly visitors on our publications
  • Dedicated In-House Commerce Editorial team
  • Custom Content Program – Creatives and vanity codes are not required
  • Consuming audience : Majority HHI’s above $100k, average 12% CVR rate, 5% CVR and AOV over $75 on our premium publications.

What is the best way that an advertiser can help support their partnership with you?  

Keep our team informed of the latest happenings with newsletters and engage in quarterly review calls to evaluate performance and discuss upcoming news and opportunities.

Why did you join the Awin and ShareASale networks, and what features do you enjoy?  

Awin and ShareASale are prominent networks with the technologies and brands that help to grow our commerce department. We especially appreciate the account support and the various levels of tracking and attribution available.

Recently, Awin welcomed Kara Kamenec from American Media to our Baltimore office. During her visit, Kara provided our team with education on the American Media brand and placement opportunities for Awin clients, and we were able to workshop new strategies to grow their affiliate channel.

Do you have any upcoming promotions, new launches, or exciting news you would like to share?  

This department will soon be operating across 6 new niche adventure sports sites American Media recently acquired. Our team has also grown from 1 individual 12 months ago to 8 individuals as of June 2019.

Has there been a pivotal shift or turning point in your affiliate activities within the last 12 months? If so, what was it? 

This division was launched a year ago, and as so, the most noteworthy milestone was launching this department, becoming profitable in the first quarter, and continuing to grow a team for even more vast successes.

Interested in partnering with American Median, Inc? Please contact our publisher management team.

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