Condé Nast, the legacy publisher who attracts more than 164 million consumers across its 20 brands and media - such as Vogue and Architectural Digest, has released a collection of digital and social first brands under the umbrella of Next Generation Network. The company appears to be vying for advertisers and wants to showcase its diverse Generation Z and Millennial audience.
These digital brands are incredibly diverse, while still having a small audience at approximately 40 million viewers, and include the likes of GQ Style, Teen Vogue, and The Hive.
Credit: vanityfair.com
The Hive, for example, The Hive is a male-focused platform that has a lens on finance, business, and politics. This Vanity Fair brand has attracted its own community and audience outside of the typical Vanity Fair reader and has managed to woo a new audience: millennials.
In the #MeToo era, a recent purchase by Condé Nast bodes well for them. Lenny Letter, the feminism and activism focused newsletter, is being transformed into a complete digital brand. With these diverse digital platforms in one location, it will allow the parent company to draw content from and link content to other internal brands.
It appears that Condé Nast wants to set itself apart by high-quality and highly curated content. The strategy seems to be that if you have great content, you will build a great following. They have access to the most influential storytellers in the world, and now have an ability to streamline and showcase this. Will advertisers be wooed? Stay tuned. But, it appears Condé Nast is finally keeping up with the times.
http://www.adweek.com/digital/conde-nast-is-launching-a-digital-brand-network-in-the-hopes-of-attracting-a-diversity-of-advertisers/
These digital brands are incredibly diverse, while still having a small audience at approximately 40 million viewers, and include the likes of GQ Style, Teen Vogue, and The Hive.
The Hive, for example, The Hive is a male-focused platform that has a lens on finance, business, and politics. This Vanity Fair brand has attracted its own community and audience outside of the typical Vanity Fair reader and has managed to woo a new audience: millennials.
In the #MeToo era, a recent purchase by Condé Nast bodes well for them. Lenny Letter, the feminism and activism focused newsletter, is being transformed into a complete digital brand. With these diverse digital platforms in one location, it will allow the parent company to draw content from and link content to other internal brands.
It appears that Condé Nast wants to set itself apart by high-quality and highly curated content. The strategy seems to be that if you have great content, you will build a great following. They have access to the most influential storytellers in the world, and now have an ability to streamline and showcase this. Will advertisers be wooed? Stay tuned. But, it appears Condé Nast is finally keeping up with the times.
http://www.adweek.com/digital/conde-nast-is-launching-a-digital-brand-network-in-the-hopes-of-attracting-a-diversity-of-advertisers/
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