Despite the many problems, e-commerce has emerged as a winning point for publishers troubled with advertisement revenue lines. Hearst recorded revenue growth of 322% during the second quarter compared to the second quarter from the previous year. The third quarter brought normalcy back to the e-commerce segment, with category searches health and fitness seeing stabilization. In contrast, the home and garden categories are still high due to the amount of time people spend inside their homes now.
Hearst UK’s chief content development officer, Betsy Fast, says, “The biggest drop in sales is for things like face masks.” She goes on to state, “So many of our sites were winning on face masks since it’s something everyone needs. Now that’s leveling off, and we’re finding other ways to provide recommendations, whether it’s specialized light-weight masks or exercise-ready masks.”