June 1, 2021
The New York Post is one of many publishers that’s recently learned its audience trusts their shopping recommendations. The Post has been displaying a widget across its pages filled with posts published by its commerce team since March 2021. The contents of the widget depend on what the Post knows about the visitor seeing it. Though the widget is not personalized to every single user, the Post has begun running tests where it custo...mizes the widget’s content for certain cohorts of users. The tests are designed mostly to show returning site visitors’ posts that might lead to more consumption and, ideally, more purchases. The widget shows encouraging results. Between 8 and 10% of the audiences shown the content click on it, and 1-2% click to purchase. Like most publishers with shopping or affiliate commerce operations, the New York Post had a strong year. Its revenues grew 94% year over year in 2020, according to VP of commerce Jackie Goldstein. The commerce widget is the first in a long list of product tweaks the Post has planned for this year, using its customer data platform to drive personalized experience across its site. While some are more ambitious than others, the commerce widget is meant partly to help Post teams get used to using the technology across the organization.