Looks like the Model.Live series proved very successful for Conde Nast. They've just announced an ongoing partnership with video publishing platform Brightcove, for at least five of their magazine sites (Wired, Portfolio, Self, Parade and Glamour). Translation? You're about to see a lot more video content on Conde sites, powered by lots of advertising from companies that are leery of sinking their dollars into print pages, especially since even Conde magazines haven't been doing very well. It's no secret that Conde's kind of been behind in terms of getting their websites up to 2008 standards (though they've recently made strides by hiring a bevy of blogging babes over at Glamour) so this definitely signals a shift in their approach to survival. So does this move from one of the biggest media companies in the world signal a shift in how the magazine industry itself needs to operate to survive (sans network television)? Guess we'll see.
Vogue and Conde Nast Launch Another Social Media Tool, but Do We Really Need It?
It's not exactly a secret that Conde Nast has been a little late to the whole Internet thing. Look no further than the fact that their most famous fashion title--Vogue, in case you weren't sure--only got a dot com a few years ago. So it makes sense the famed publisher is trying to make up for lost time. Today Conde Nast launched new social media tool "Social Sidekick." The in-house developed tool works as an aggregator for most-shared content from W, Style.com, Glamour, Self, Teen Vogue and Lucky. It sounds sort of fancy but all it actually means is that on those sites there will be a window at the bottom of the page, which splashes out popular content from the aforementioned sister sites--basically, it's an aggregator like any other aggregator on any other site. It's not a bad idea--especially from the advertising perspective--but it's certainly not groundbreaking, or as Business Insider says, "It's nice to look at, but it won't make a big difference to the bottom line."