"The Filter, like the rest of The Guardian, will be paywall-free and will rely on affiliate revenue. This has worked well for The Filter's U.K. offering - The Guardian told Digiday that The Filter received 62 million views and 8 million clicks through to retailers in its first year, leading to a "significant volume in sales," though they didn't provide details on those numbers."
"In a post announcing its launch, the Filter U.S. team wrote that they'll be taking sustainability and ethics into account (insert question here about whether there's such a thing as ethical consumption under capitalism, etc. etc.). "We believe that unfettered consumerism will have a detrimental effect on our planet, and seek to recommend products proven to last," they continue. "We may also note possible risks linked to a product, such as non-stick coatings in cookware, and offer alternatives.""
The Filter began in the U.K. one year ago and now expanded to the United States. The site operates paywall-free and depends on affiliate revenue. The U.K. edition recorded 62 million views and 8 million retailer clicks in its first year, generating significant sales volume. Much of that traffic originates from The Guardian's homepage, which may shield the site from major SEO shifts. The U.S. launch will cover home, travel gear, and wellness with expert reviews and rigorous testing. The site will factor sustainability and ethics, recommend durable products, flag possible risks, and offer alternatives. The Filter faces competition from other recommendation sites and tech companies.
Read at Nieman Lab
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