Many nonconventional companies are starting to get involved in the news business. The most recent one to develop a strategy was Facebook Paper that launched a few months ago and curates content from mainstream news organizations. Pepsi, Red Bull and Mini Cooper have all hired in-house writers to develop a slew of original content. Ebay is hoping to capitalize on this growing trend, turning its main site into a digital magazine.
Devin Wenig is the President of the global eBay Marketplaces business unit. He came to the company from Thomson Reuters in September 2011. He knows something about journalism and is laying down the foundation to turn eBay into a digital magazine. In order to facilitate this he has hired a “chief content curator” and dozens of editors and long-form writers to help turn its site into a digital magazine.
Currently eBay is laying down the blueprint of how they will transform their main landing pages to provide data-driven stories about the items people are most searching for, infographics depicting surprising top sellers and unique seasonal stories. Currently the template of this new initiative is evident in the Pinterest inspired Ebay Today.
The main intention behind the digital magazine aspect of eBay is to hire specialists from many different industries. If you are hunting eBay for sports cards, comic books or even a new pair of PRPS jeans, you will in the future encounter articles about fashion, geek culture and sports memorabilia. This will encourage people to visit the site daily on the PC or their mobile device to keep informed about the latest news and happenings of the industry. Following the sports card examples, Ebay will likely keep track of new series, expansion or critical information like who is in the running for Rookie of the year, to assist you to buy the right cards.
Ebay is betting on original content will get people visiting the site every day and hopefully make impulse buys along the way. If their vision is realized and every single sub-category as their own dedicated curation expert it could be the competitive advantage they need to battle Amazon.