Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE | Page 28

SPECIAL FEATURE
// CONTENT & COMMERCE

Ask the
Expert

Third Wave Fashion’s mobile guru and multi-platform strategist Josh
Clark knows a thing or two about content and commerce: the past year
has seen him designing the websites or apps for TechCrunch,
Entertainment Weekly, People Magazine, and Time, Inc. among others.
With a background in journalism (working at WGBH in Boston) and in
writing (he’s penning his fifth book now), he has a unique perspective.
We asked him a few questions about how traditional content providers
are approaching revenue generation beyond advertising.
happened yet, and I’m not sure that
advertising is going to make it happen.
When designing these
websites, what business
and commerce
considerations do you try
to keep in mind?

“Publishers are trading analog
dollars for digital pennies.”
You work with a lot of content
providers. Do you see conflicting
priorities between providing content
and turning a buck?
Oh definitely. You see that tension at work at lots of levels—
for publishers, for editors, and for designers like me. Most
traditional editorial operations, for example, have constructed
a Chinese Wall between editors and salespeople. Readers tend
to think of them as antithetical to the reading