Who What Wear Sells AI Visibility Products to Brands, Driving Revenue Growth
· 7h ago · Originally reported by Adweek
Fashion publisher Who What Wear is growing revenue at a double-digit pace by selling brands AI visibility offerings alongside events and branded social content as the company enters its third decade. The moves reflect publishers building revenue streams beyond traditional display advertising as search-driven traffic shifts.
Why it matters
It shows how publishers are adapting their business models as AI reshapes how audiences find content, offering brands placement in AI answers rather than just ad slots.
Explain it like I’m new here
The magazine now charges brands to make sure they show up when robots answer people's questions, like paying to be listed on the front of the menu.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Display advertising
Display advertising is visual online advertising, such as banners, images, animations and rich media, shown in ad slots on websites and apps, as distinct from search, video or audio ads.
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