Conde Nast launches branded content studio

Sponsored content generated by the division, called 23 Stories by Conde Nast, will be distributed across the media company's digital properties.
January 27, 2015

23 Stories by Condé Nast, the media organization’s official branded content studio, is now open for business.

Leveraging Condé Nast’s internal editorial and video production teams for advertisers and marketers, the studio will also handle distribution of the generated content across the media co’s many platforms. While video content will be developed and produced by Condé Nast Entertainment, print and text will be provided and developed by Condé Nast editorial teams.

A Condé Nast spokesman confirmed to StreamDaily the branded content created could be distributed on any company platform, including CNE’s portal The Scene,”or off-platform if a client wants.”

Content generated by 23 Stories by Condé Nast will also be labeled as sponsored content.

Pat Connolly, the Condé Nast Media Group’s vice-president of marketing solutions, heads up the new operation, with art director Raul Martinez consulting. The video development and production team head will be announced at a later date.

“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 Edward Menicheschi, Condé Nast’s CMO to whom Connolly will report, in a statement.

“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.”

The Big Apple-based mass media company owns 20 print and digital media brands, including such widely read magazines as Details, Glamour, Vogue, GQ and Vanity Fair. At an IAB conference in September Condé Nast Entertainment president Dawn Ostroff spoke about the company’s efforts to reach millennials through digital video channels, which have collectively attracted over 1.5 billion views.

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