Fashion and lifestyle magazine publisher Condé Nast, home to the likes of Vogue, The New Yorker and Condé Nast Traveller, has announced the launch of a new branded content studio that will provide consumer engagement for the publisher’s advertising partners.
The new entity, 23 Stories by Condé Nast, is targeted largely at the publisher’s millennial demographic and will utilise the skills and expertise of Condé Nast’s own editorial and creative teams, in addition to the award-winning premium digital video team at Condé Nast Entertainment (CNÉ).
Advertisers will gain access to Condé Nast’s vast distribution, which reaches an average monthly audience of 77 million consumers across digital, video and and mobile platforms.
There are a few house rules for this new structure, however. Advertisers will have to hit certain spending requirements before tapping into the publisher’s editorial resources, and content produced by 23 Stories will still be identified as sponsored messages.
This new addition to Condé Nast will report to the publisher’s chief marketing officer, Edward 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,” he said.
The new in-house studio, which will be lead by Condé Nast Media Group’s vice president for marketing solutions, Pat Connolly, includes a video development and production team and will draw editorial talent from across the Media Group.
“Condé Nast has the best brands and the most creative talent in the business,” said Anna Wintour, artistic director of Condé Nast.
“The industry is evolving, and so too our ways of storytelling. It is exciting to have new opportunities that will allow the vision and intelligence of our editorial teams to reach consumers.”