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InStyle and The Cut, a joint venture between Eater and Group Nine, have just launched their first product boxes for sale this month. Although each publisher is relatively new to this product line, the approaches you take to this business may not necessarily be stored in the same box.

InStyle is trying this initiative as a revenue stream, The Cut is looking to promote beauty brands from various foundations through its charity. Ether is adding more features to subscribers’ comments, and Group Nine has built a seven-digit business with a branded box advertising program.

Why Do Publishers Make Good Use of Product Boxes? A media company can connect with people, edit their skills with the products that people want to try (and for a small fee – most boxes can be purchased for less than the total price). In-products), strengthen relationships with advertisers and increase e-commerce offerings. Some printers at Condé Nast, such as Alure and GQ, had subscription boxes for purchase. For yearsOther companies are experimenting here.

A.D. On November 1, Meredith Fashion Magazine InStyle introduced a limited edition box of horoscopes. AstrologyZone.com founder Susan Miller helped select four different boxes of InStyle editors related to Fire, Earth, Air and Water Astronomy. Mercedes offers Cosmic Collection boxes worth over $ 150 each They sell them for $ 35.

InStyle is working with Brandshare, an e-commerce and experience testing, subscription and loyalty marketing company to produce 50,000 boxes. Brandshare is hosting the purchase of its products in the InStyle box. Each box contains about 10 products. The box comes with a 35-page booklet based on astrology for 2022. Box buyers will also receive a free 12-month subscription to InStyle Publishing Magazine, the spokesperson said. .

“This is almost a sample business,” said Agnes Chapski, publisher of the merit group for InStyle, Shape and Health brands. “These products are a great marketing tool for these products because consumers want to get them there and sometimes some products… consumers have never heard of them.”

Since August, Instiller Star has noticed a growing category of content in print, digital and social media, especially on Instagram and TikTok. It now generates an estimated 600,000 views a month on the InStyle website, the spokesman said.

It is the first product box for InStyle. When Chapsky started his beauty pageant, he was in charge of Revenue, especially in Alure. When asked why InStyle decided to open a beauty box, Chapsky said, “We want to explore and see what consumers’ appetite is for the brand and where we can play. She sees this as the beginning of another experiment here. “We are definitely doing other types of testing with subscription services and our company is definitely looking at it,” she said.

Chapsky-controlled form created a beauty box business in November 2020 – most recently released on November 5th. Produces 3,000 boxes, twice a year for $ 49.99. Brands pay to be in the box and consumers pay for the box, Chapski said.

Boxes are a lucrative business for the company, Chapski, although he refuses to share certain revenue figures. But she added that it was not just about profit. “It’s about alignment and partnerships and how we deliver our brand to the user. This project will do all that, ”she said.

The cut

A.D. On November 18, The Cut announced that it would produce 100 beauty boxes.Beauty makeup, And 100% of the proceeds from the sale of $ 89 boxes go to charities. The breakup will not benefit from this initiative.

Boxes containing five products from black and brown beauty brands are only available to visa card holders. “Beauty Edit” is part of a larger digital media campaign at The Cut from Visa, according to a Vox Media spokesman. The Cut purchased all the products included in the box and covered all production costs.

This project is as follows Black Beauty IssuesInspired in August, Sefora sponsored a special section on The Cut’s website to highlight the impact of black culture on the beauty industry. The idea for the next project is to provide a platform for women of color and give them a chance to try out the products, said Lynsey People Wagner, editor-in-chief of Cut.

“It was a great start for us, and we want to do more beauty edits and work around new and upcoming brands,” said Wagner. In her first year as a senior editor, her goal was to work on a “beauty pageant” project – selected for her role in January. We feel like this is a way of doing something that truly answers… This Cut is a way of immersing ourselves in something we have never done before.

Although The Cut had not previously produced a product box, his sister’s issue was published in New York Magazine. Edit cookie, A limited edition cookie set for $ 50 per box, in April. All proceeds go to ROAR (Restaurant Organization, Advocacy and Reconstruction), a New York City restaurant staff.

“I can see him doing more this year and doing physical events with different brands. This year, in my first year, we are trying to get a closer look at what we can really do for our audience,” said People Wagner.

The Eater Club

Vox Media’s Food and Beverage Brand Ether has celebrated its one-year anniversary celebrations last month, and it has so far been “a big deal for us,” said Ether Editor-in-Chief and svp Amanda Cloudt. How much revenue or subscribers attracted in the first year. Cloudt said she was seeing a large number of subscribers this November and that there had been a “significant increase” around the holiday last year.

For the first time, Ether Wine Club is offering a discount on gift registrations this holiday season, with a 10% discount on a three-month gift in the first month and a 20% discount on a six-month gift. Other new features have been added recently. This fall, subscribers were given the ability to customize their wine boxes, and to select all the white wines or all red wines in their cart and upgrade to six bottles (two or four) in each box. This was in response to subscribers’ comments, there is a cloud, some do not drink white wine, e.g.

Another benefit to the consumer subscription box business? Finding talent that can support top-notch coverage. A new Sommeller is selected every month to repair the vines. “This is a source of revenue, a way for us to try out a product and connect with our audience in a completely different way and to write or understand a talent on the ground. [about] Wine. We have a lot of different people we can go to, more than the standard professionals you hear in the wine cellar, ”she said.

Group Nine

One year after the launch of the BOX’d program, Group Nine, a consumer-sponsored advertising product, sends branded and edited products to the winners Gives seven revenue figures.According to Jeff Schiller, Group 9 chief revenue officer. He hopes to grow the business to eight figures next year. As of November 2020, 19 boxes of entertainment, CPG, and alcohol brands have been created in five of the group’s nine media features, including Thrillist, NowThis, The Dodo, Seeker and PopSugar. The program attracted nearly 250,000 winners and sent 6,000 boxes.

Schiller said: “As a sacrifice, this is really a deep consumer engagement, a communication beyond text or video.