Condé Nast has built a reputation as a premium publisher with pizazz in marketing in the fashion, luxury, and lifestyle venues.
Now it’s going to aim higher — “23 Stories” high, in fact — as it launches its new branded content studio. The studio is being set up to help the publisher’s advertising clients more fully engage consumers, especially with native advertising campaigns.
The studio will benefit from the expertise of Condé Nast’s in-house editorial teams, as well as a video development and production team.
It’s a new foray for the publisher, which once kept a clear barrier between editorial and advertising arms of its enterprise. The company will still, however, identify pieces created by 23 Stories as “sponsored” messages.
Advertisers using the in-house native ad outfit will also have the benefit of Condé’s distribution, which reaches an average monthly audience of 77 million across digital, mobile and video platforms, and a total print audience of 51 million.
“The newly formed entity reports to Condé Nast chief marketing officer, Edward Menicheschi, and is headed by Pat Connolly, vice president of marketing solutions for the Condé Nast Media Group with acclaimed art director Raul Martinez consulting,” noted the publisher in a news release distributed this week. “The video development and production team will be headed by a CNÉ executive to be named shortly.”
Condé Nast admits it wants to tap into the treasure trove of editorial talent in its offices to serve marketers. The talent is there: Condé Nast has won more awards for editorial excellence than any other media company.
“We are changing the branded content game with 23 Stories by Condé Nast by offering marketers, for the first time, access to our unparalleled editorial assets,” said Menicheschi. “As clients seek to elevate their storytelling and define themselves as publishers, we believe Condé Nast is uniquely qualified to partner with them to deliver compelling content, targeted to the right audiences at scale.”
Condé Nast reaches a monthly average of 77 million upscale consumers across its digital, mobile, and video platforms, accompanied by an equally upscale print audience of 51 million. It also has penetrated the market of affluent millennials where it enjoys a top ranking among publishers.