‘Not just an add-on’: The Evening Standard bolsters its commerce play

ESI Media’s London-focused newspaper, the Evening Standard, has expanded its entertainment content in order to drive e-commerce revenue through ticket sales.

The publisher launched an editorial sub-brand in December called Go London, which features reviews and articles on the capital’s attractions such as the top power breakfasts, the best vegan pancake spots and the best theater shows to see for Valentine’s Day. Go London’s seven-person editorial team decides the content of all...

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