We hear on a daily basis that traditional media is dead. We see a regular occurrence of newspaper and magazine titles going to the wall and suffer an almost constant dumbing down of traditional media. While the internet has done amazing things for our ability to achieve outcomes, for media the only outcome seems to be a slow, chilling and painful death.
So it’s always interesting to see traditional media companies embrace new approaches in an effort to remain competitive.
A case in point comes from Conde Nast, perhaps as traditional a media company as exists. Conde Nast has a huge portfolio of magazines: Vogue, Vanity Fair, Glamour, Brides, GQ, GQ Style, The New Yorker, Conde Nast Traveler, Allure, Architectural Digest, Bon Appetit, Epicurious, Wired, W, Golf Digest, Golf World, Teen Vogue, Ars Technica, The Scene and Pitchfork. The company’s newest division, Conde Nast Entertainment, was launched in 2011 to develop film, television and premium digital video programming. Conde Nast boasts more than 100 million consumers across its print, digital and video brands.