E-commerce is starting to become the favorite alternative revenue stream for magazine websites, as online ad grows slows to a crawl. And so, Hachette Filipacchi Media U.S. is ramping up the e-commerce efforts it began earlier this year by striking a partnership with invitation-only, discounted luxury shopping site Rue La La. The publisher’s designated shopping companion is Elle.com, which has created a channel with Rue La La that will send give its readers access to limited time, private sales of designer brands. The arrangement with Elle.com is Rue La La’s first media tie-up; CEO Ben Fischman told paidContent more are in the works but nothing is imminent.
– Building out e-commerce: For the magazine site, Todd Anderman, HFMUS’ SVP of digital media, sees the e-commerce as an additional way to build on Elle.com’s ad revenue streams; he says ad revenue had fairly healthy growth in the past quarter though he declined to offer specifics. “We have a number of affiliate deals integrated on all our sites with [shopping recommendation site] Stylefeeder,” he says. “We’re looking for e-commerce opportunities for all our brands. We’ve been headed in that direction for some time now. For example, Women