Case Study
Oct 11, 2023

The Washington Post Affiliate Revenue Success Tripled

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The Washington Post, a venerable institution in political journalism, stands as a cornerstone in the media industry, delivering comprehensive news coverage and analysis.The Washington Post strategically employs affiliate links to monetize its expansive online readership. Sales commissions, especially garnered from political product reviews and recommendations, constitute a substantial and growing revenue stream for media enterprises.

With the integration of Vendo, The Washington Post has the potential to significantly amplify its sales commissions—potentially experiencing a 3-5x increase—by seamlessly incorporating shoppable products and a user-friendly shopping cart into its editorial content. This strategic move not only enhances revenue but also offers The Washington Post an opportunity to create a more engaging and interactive experience for its audience. Here's how this integration could unfold for The Washington Post.


Simplify your marketplace journey with Vendo – the one-stop-shop that covers it all. From an automated platform for day-to-day operations to a curated brand catalog (or the ability to invite your own), merchandising tools, and the option to sell through multiple channels, Vendo is committed to ongoing daily support for your growing marketplace business.

Diverging from standard affiliate links, Vendo distinguishes itself by enhancing visitor engagement, securing crucial customer data for email list expansion, and providing optimal conditions for exploring upselling opportunities. It emerges as the comprehensive solution for a thriving marketplace.

Unlocking Success in Digital Publishing

The Washington Post, founded in 1877, is one of the most prominent and respected newspapers in the United States. Based in Washington, D.C., it has played a significant role in American journalism, providing comprehensive coverage of national and international news, politics, culture, and more. Owned by Amazon founder Jeff Bezos, The Washington Post has adapted to the digital era while maintaining its commitment to high-quality journalism.

Success Factors of The Washington Post:

Investigative Journalism: The Washington Post's success is deeply rooted in its commitment to investigative journalism. The newspaper has a rich history of breaking important stories, exposing corruption, and providing in-depth analysis on critical issues.

Pulitzer Prize Recognition: The Washington Post's numerous Pulitzer Prizes highlight its excellence in journalism. These prestigious awards, won for various categories including investigative reporting, editorial writing, and public service, underscore the newspaper's dedication to journalistic integrity.

Digital Transformation: Embracing digital transformation, The Washington Post has successfully transitioned to a prominent online presence. Its website and digital platforms provide readers with real-time news updates, multimedia content, and interactive features.

Global Perspective: While rooted in Washington, D.C., The Washington Post offers a global perspective on news and events. Its international coverage ensures that readers are informed about key developments around the world.

Opinion Section and Editorial Voice: The newspaper's opinion section and editorial voice contribute to its influence. Well-known columnists and editorial pieces provide diverse perspectives on current events, contributing to a robust public discourse.

Subscription Model and Revenue Diversification: The Washington Post has successfully implemented a subscription model for its digital content, generating revenue and sustaining quality journalism. Additionally, it has diversified its revenue streams through partnerships, events, and other initiatives.

Multimedia Storytelling: The Washington Post utilizes multimedia storytelling techniques, incorporating videos, interactive graphics, and podcasts. This approach enhances the reader experience and caters to a diverse audience with varied preferences for consuming information.

Community Engagement: Engaging with its audience, The Washington Post encourages reader participation through comments, discussions, and social media interactions. Building a sense of community fosters loyalty and a connection with the newspaper.

Adaptive Leadership: Under the ownership of Jeff Bezos, The Washington Post has benefited from adaptive leadership that recognizes the evolving media landscape. Investments in technology, talent, and innovative strategies have positioned the newspaper for success in the digital age.

Brand Recognition and Trust: The Washington Post has built a strong brand recognized for quality journalism and editorial independence. The trust it has earned from its audience over the years is a key factor in its continued success.

The Washington Post Audience and Value Proposition:

Understanding the Audience:

The Washington Post's audience includes a diverse range of readers interested in staying informed about national and international news, politics, and cultural developments. It attracts readers seeking in-depth analysis and investigative reporting.

Value Proposition:

The Washington Post's value proposition lies in delivering high-quality journalism that provides credible, well-researched, and timely information. It serves as a trusted source for readers seeking a comprehensive understanding of current events.

Categories of Value:

  • Investigative Reporting: The Washington Post's commitment to investigative reporting provides readers with in-depth insights and exposes important issues.
  • Global Perspective: Offering a global perspective on news ensures that readers are informed about international developments.
  • Opinion and Discourse: The newspaper's opinion section contributes to a vibrant public discourse, presenting diverse viewpoints on key issues.

Suggestions for Replicating Success:

Invest in Investigative Journalism: Prioritize investigative journalism to uncover important stories, hold institutions accountable, and provide readers with valuable insights.

Pulitzer Prize-Winning Aspirations: Strive for journalistic excellence and aspire to win prestigious awards, such as the Pulitzer Prize, to underscore the commitment to high-quality reporting.

Digital Adaptation: Embrace digital transformation by developing a strong online presence, optimizing digital platforms, and providing real-time news updates to cater to the changing media consumption habits of readers.

Global Coverage: Provide comprehensive coverage with a global perspective to appeal to a broad audience interested in understanding international developments.

Opinion Section and Editorial Voice: Establish a strong opinion section and editorial voice to contribute to public discourse and offer diverse perspectives on current events.

Subscription Model and Revenue Diversification: Implement a subscription model for digital content and explore diverse revenue streams, including partnerships, events, and other initiatives to sustain quality journalism.

Multimedia Storytelling: Utilize multimedia storytelling techniques, including videos, interactive graphics, and podcasts, to enhance the reader experience and cater to diverse audience preferences.

Community Engagement: Actively engage with the audience through comments, discussions, and social media interactions, fostering a sense of community and building reader loyalty.

Adaptive Leadership: Foster adaptive leadership that recognizes and addresses changes in the media landscape, investing in technology, talent, and innovative strategies to stay ahead of the curve.

Build Brand Recognition and Trust: Focus on building a strong brand synonymous with quality journalism and editorial independence to gain and maintain the trust of the audience.

Nonetheless, there's an alternative approach to monetize your online audience that may bring even more satisfaction.

By starting your own multi-brand marketplace on Vendo, you could see a minimum threefold increase in your affiliate sales commission, reaching a substantial 20-30%. This stands as 3-5 times more than what you'd typically earn through affiliate links.

Furthermore, the increased time users spend on your pages translates to enhanced customer data retention for building your email list, opening doors to numerous prospects for future upselling endeavors.


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your branding guidelines,
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters. 
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts. 


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