Condé Nast ramps up its video content
Philip Ellison 06 May, 2013 at 09:05
More and more of your favourite magazine content is making its way from page to screen, as Condé Nast Entertainment picks up the pace on its digital video output. In addition to renewing a number of the webseries under its existing Glamour and GQ channels (which have been met largely well received), Condé Nast will also launch a brand new Vogue channel this week. Most excitingly for fans of tech and innovation, though, is the new Wired channel, which makes its debut on Wednesday 8th May.
Plans are afoot to roll out up to thirty new web series across the firm’s most prestigious titles in an effort to secure a strong position in the rapidly expanding digital video space. This busy programming schedule includes a number of reality segments, including Vintage Bowles, which follows Vogue editor-at-large Hamish Bowles, and The Fund, about the CFDA/Vogue Fashion Fund competition.
Original Wired programmes include Angry Nerd, a regular spot in which Wired staff writer Chris Baker will air his opinion on “aggravating issues in the tech world”, and Codefellas, a scripted animation set in the NSA. One of the most eagerly anticipated shows in Wired’s pipeline is The Window (previewed above), which promises to deliver unprecedented access and insight into a broad array of challenging engineering projects.
The Vogue and Wired channels are pilot projects, and are expected to be swiftly followed by similar platforms for Vanity Fair, Teen Vogue, Epicurious and Style.com. High levels of market penetration are pretty much guaranteed, with Condé Nast Entertainment having ensured diverse distribution by securing syndication deals with Twitter, Yahoo!, AOL, Dailymotion and Grab Media.
Lou Cona’s reign at Condé Nast has seen a substantial refocus towards digital strategy and new product development, with a greater emphasis on maximising share of advertisers’ budgets. Of Cona’s recent promotion from Chief Marketing Officer to President of the Condé Nast Media Group, CEO Chuck Townsend said: “This new appointment reflects Lou’s success in growing ad revenue and evolving our advertiser relationships into more diversified, strategic partnerships.”
It is clear that video plays an integral role in this on-going realignment of priorities. At the lavish launch event for Vogue TV, Cona stated: “Our goal is nothing short of making digital video as endemic to Condé Nast as the print business.”