The stereotypes about a reporter’s love for all things caffeine, spirits and junk food are long-standing and often pretty accurate (if you don’t believe me, check out this journalist food pyramid).
But several big names in the industry have put their heads together to create a free online wine magazine called Grape Collective that they say combines exceptional journalism about wine as well as a seamless digital experience. The goal? That readers can more simply get their hands on the beverages they’ve just read about, or watched a video about, directly through Grape Collective’s website.
This is not just some amateur venture — rather, the man at the helm of Grape Collective, Christopher Barnes — was president of the New York Observer Media Group and the co-founder of the popular daily amNewYork.
Okay, so if there’s no paywall, bona fide advertisers or digital subscription packages, how is Grape Collective ever going to make it, you ask? That’s the innovation in their business model. By offering editorial content more suited to the “casual-but-curious” wine drinker, as they call it, instead of the wine connoisseur, they hope to be more appealing to the masses. And because they’re combining journalism and e-commerce, Grape Collective will support its efforts through beverage sales conducted directly through their site.