That's a lot of selling up there. And apparently, it works.
Goop's Elise Loehnen would be a very interesting coffee meeting. Prior to serving as the VP of marketing & creative services for Shopzilla, she was editor at the following publications: Lucky Magazine, Conde Nast Traveler, and Seek. She has been the Head of Content
for three years. She seems to have made quite the profitable jump from pure journalism to lifestyle content (albeit with a strict editorial policy
The most well-positioned sellers (large or niche) are the ones where its consumers are focused and eager to buy. The more unapologetically focused the brand is on its demographic, the more effective the pitch. Take it from Los Angeles' Eckhaus Latta,
who's never seen more attention than they have today (very NSFW
As a media group, Goop isn't far behind
Eckhaus on the unapologetic appeal
curve. And it seems to be working wonders for its audience.
So here are the fundamentals of the Goop operation:
- The editorial site is hosted on Wordpress
- The eCommerce operation is cloud-based (Shopify)
- Ads are optimized by Dynamic Yield.
The group achieves 1.2M monthly uniques and does a rumored $4M per year in higher margin eCommerce and another $2M in lower margin affiliate sales. In short, the site is built to sustain on a niche following:
When you’re a Goop-ert (what Goop newsletter devotees call themselves, I would think), your days are likely filled with a packed schedule of facial and vaginal steaming, several hours of vegetable chopping and zoodling, followed by an evening of sipping alkaline water out of a wine glass while cradling a jade egg in your perineum. It’s an exhausting life, but a full one, and yet still—something’s off. According to Goop, that something isn’t caused by the crushing sameness of everyday wealth; it’s actually due to to a vitamin deficiency.
Paltrow and her team seem to be getting closer to making the Goop product a cashflow positive community. They are breaking the rules of commerce and journalism and making new ones in real time. The Goop-ert's aren't mad about it.