|Wed May 7 2014 21:47:18|
Can eBay Lure Shoppers by Becoming a Digital Magazine?
By: Ina Steiner
The president of eBay Marketplaces wants the site to become a content publisher, he told The Atlantic.
Devin Wenig shared his thoughts with Adrienne LaFrance, a senior associate editor at The Atlantic who previously worked for Honolulu Civil Beat, cofounded by eBay founder and Chairman of the Board Pierre Omidyar.
Wenig said eBay is set to dramatically expand its foray into content. He wants eBay to be a retail-publisher, not a social network.
Here's an excerpt from the Atlantic interview:
"We're now in the content business," Wenig said. "So, for the first time, eBay has a voice. We're telling stories. We have an editor. We have curators. And we have writers on-staff. You'll see that evolve to some longer-form stories, some really beautiful pictures... It's media-like."
Content is a good strategy for engaging users, though some would argue eBay has moved sellers away from adding storytelling to their listings in favor of a structured catalog.
What do you think of the idea of eBay as a digital magazine? Can it capture the same kind of engagement as Pinterest, for example? Or is eBay chasing the wrong kind of "content"?