New York Magazine Goes From Editorial to eCommerce

If you know the term “nepo baby,” it might be because of New York Magazine.

A cover story by the magazine on the concept went viral late last year, sparking conversations on the phenomenon of famous people with famous parents.

Now, New York Magazine (NYM) is hoping to capitalize on the topic’s continued popularity as it launches its first eCommerce shop.

At that shop, the publication announced earlier this week, customers will be able to buy things like “Nepo Baby” bibs and onesies, as well items designed to “allow New York Magazine to expand its visibility with merchandise that plugs into the zeitgeist,” NYM said in a news release.

“New York Magazine has long been synonymous with the city it’s named for, with New York’s iconic logo a fashion staple for New Yorkers looking to show their pride,” New York Magazine VP and General Manager Manny Getachew said in a news release.

“We’ve experimented with merchandise extensively over the years, and are thrilled to finally have a real home for our ambitions.”

The online boutique will include special benefits for magazine subscribers, such as early access and discounts, plus 20% off the entire shop at launch.

According to the release, the store is part of a broader merchandising strategy by owner Vox Media, which has launched boutiques for brands like Eater, The Verge and Polygon.

It’s part of a phenomenon PYMNTS has been tracking for years now, noting in 2021 that “companies primarily known for just content have been diving headfirst into creating merchandise related to those articles and videos in an effort to keep people’s attention.”

That report cited the example of Netflix, which had just launched an eCommerce site selling merchandise connected with its programming. The streaming service has more recently begun experimenting with real-world commerce activity, such as pop-up stores and restaurants.

And Jason Young, president of digital shopper marketing platform Chicory, predicted in an interview with PYMNTS that a day will come “where every contextual commerce content moment is shoppable, where every consumer is given a true frictionless, multi-option path to purchase.”

These offerings can help merchants as overall connectivity by consumers has seen a decline in recent months, fueled by a drop in transaction-based activities.

“With consumer behavior currently veering away from strictly transactional platforms, retailers and merchants seeking to increase transaction volume may be challenged in how best to reach their consumer base,” PYMNTS wrote in May. “Creativity may be key.”