Condé Nast has been making headlines lately for its digital investments–mainly in e-commerce. Today, the publishing giant has announced its latest digital push: an online video network.
The network launched with Glamour and GQ-branded original video series sponsored by Procter & Gamble, Microsoft and Mondelēz International. More “branded programming” featuring other Condé brands will follow, according to a release sent out today.
The news comes more than a year after Condé announced the launch of a new entertainment division and the hiring of Dawn Ostroff, formerly of The CW and Lifetime, as president of the division.
“With the launch of our digital network, featuring programming inspired by the exceptional Condé Nast brands, we are creating more ways for our unparalleled audience of influencers and trendsetters to experience their favorite content,” said Ostroff. “Consumers will now be able to view and share authentic Condé Nast video series across all platforms, in easily-accessible ways.”
So what have Glamour and GQ cooked up?
For the former, there’s “Elevator Makeover” in which a girl gets a makeover in an elevator, “Glamour Dos and Don’ts of the Week,” which counts down things that are hot and things that are not, “Fashion Week Ride-Along,” which follows EIC Cindi Leive through NYFW, and “Why Do Guys…” in which female comedians go out and interview guys on the street.
GQ‘s programming is obviously a little more masculine. There’s “Fighting Weight,” a fitness series, “The Ten,” in which male celebs count down 10 things they can’t live without, “Car Collectors” in which male celebs talk about cars, and “Jogging with James” another fitness show that follows James Marshall “a stylish adventurer-entrepreneur now married to supermodel Elettra Wiedemann” on his challenge of running the Marathon de Sabl.
Both titles also feature behind-the-scenes videos from shoots and interviews with cover stars, as any magazine’s website would.
Condé isn’t the first publishing house to launch a video network. In fact, it may even be a little late to the game–Hearst did it about a year ago by launching Hello Style, including Harper’s Bazaar‘s Laura Brown-hosted series “The Look” (which we love), as well as Marie Claire and Cosmo branded series that are more like video extensions of their print features.
Even smaller magazines have increased video content and the amount of resources and staff dedicated to them–a natural result of print circulation dwindling, forcing magazines to find new ways of engaging audiences and promoting themselves as brands online.
It will be interesting to see what this means for Condé’s more high-end, exclusive titles, such as Vanity Fair and Vogue. Vogue.com’s newish “Mondays With André” series is already a hit in our eyes. We wonder what else it has up its sleeve.