Kevin Ryan | Street Fight

As Content and Commerce Merge, Gilt Comes Out Ahead

Alex Salkever

As Content and Commerce Merge, Gilt Comes Out Ahead

Gilt Groupe gets that shopping and magazines (or what used to be magazines) are rapidly merging. Rather than make an nod to editorial with stupid puns and obnoxious copy (not naming names, but), Gilt took a different approach, hiring journalists or writers with expertise or knowledge in the field. And they gave those writers a mandate to create useful content that not only plugs the wares but also, equally, is useful and interesting…