Lola Digital Media Launches ‘PeakCommerce’ Initiative

Company-wide project focuses on commerce revenue growth in 2021 and beyond

MAY 25, 2021 | LOS ANGELES, CALIF.Lola Digital Media has a goal to accelerate affiliate revenue and content-commerce projects beginning this month. A major new company initiative called PeakCommerce will be implemented across 12 of the company’s portfolio sites.

The PeakCommerce initiative includes multiple new hires and the establishment of a new Vice President position within the company. A focus on organic growth as well as acquisitions will bolster an already-strong affiliate business unit at Lola.

“Millions of readers turn to Lola publications for expert advice on buying products and gear,” said Eric Phung, CEO of Lola. “Our latest initiative leans into that with an aggressive plan for growth via new and proprietary technology, as well as multiple key hires to manage and implement new systems.”

The PeakCommerce project has a goal to increase reader engagement and grow revenue by amplifying the tools, processes, and people within the company’s Commerce division. New content areas, article and video formats, first-person data tools, custom partnerships with brands, and refined SEO workflows are included in the initiative’s framework for growth.

In addition, a new physical test studio space will be established in Lola’s Minneapolis office. The new location complements the company’s existing Denver-based video and podcast studio. The Minneapolis location offers space for editors and experts at Lola to test products and document results for published review articles and videos.

Lola publications including GearJunkie, Switchback Travel, Bikerumor, MyPetNeedsThat, AutoWise, GearHungry, and iRunFar offer an audience of millions of readers looking for expert advice on products. More than a dozen sites in the Lola portfolio have commerce-oriented programs.

In 2020, the company published thousands of buyer’s guides and review articles, and through affiliate sales programs Lola generated more than $200MM in sales for its retail partners.

Lola tapped David Wilkinson to lead the PeakCommerce project. He will serve as VP of Commerce, leading a team that interfaces with Lola’s editors and SEO departments. 

“Our goal is to grow revenue by developing the best experience for readers,” Wilkinson said. “Lola prides itself on authentic, top-quality content, including real-world testing and advice from true experts.”

Wilkinson, based in Boulder, Colorado, is an entrepreneur and founder of Switchback Travel, a top product-review site acquired by Lola in 2020. Wilkinson’s role is a new position created within Lola to lead the PeakCommerce initiative and all commerce activities beginning June 1, 2021.

ABOUT LOLA DIGITAL MEDIA:

Lola Digital Media owns and operates best-in-class media brands that fuel readers’ passions. Based in Los Angeles, the company was founded in 2018 and runs a portfolio of digital publications and media brands across its AllGear and Lifestyle divisions.

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