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'Nylon' Is Making a Big Push With Video

With a new head of TV and video poached from Condé Nast, the magazine is saying goodbye to Nylon TV and pouring resources into original video that's sharable.
Anna Kendrick on the February issue of 'Nylon.' Photo: Nylon

Anna Kendrick on the February issue of 'Nylon.' Photo: Nylon

When I think back to Nylon's early forays into digital content, I remember Nylon TV and how it basically employed every mid-'aughts "It" girl as a host. But soon, Nylon TV will be over, though Nylon's focus on video will not.

Late last week, the magazine, which in the past year has gotten a new owner, CEO, editor in chief, and many new editorial staffers, announced that it had appointed Shruti Ganguly to the newly created role of vice president, television and video of Nylon Media Inc. The news marks a return for Ganguly, who was once a video producer for the magazine, and was most recently at Condé Nast Entertainment, where she produced Vogue's entertaining "73 Questions" series. Outside of the fashion realm, she's produced a number of short films as well as James Franco's upcoming feature film "Yosemite." Suffice it to say, she has a pretty wide breadth of experience, and a valuable mix of editorial and artistic talent.

In her new role, Ganguly will oversee the growth of all video content -- something Nylon plans to push, big time, going forward. She tells us there will be "a dramatic increase in the number of videos we produce, especially the creation of more original programming and branded content in partnership with our advertisers."

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The decision makes sense given the pedigree of CEO Paul Greenberg, who hails from video-centric web properties like CollegeHumor (where he was CEO) and MTV Networks's (where he was a VP). Greenberg explained over the phone that video is going to be "a central part of our offer to our audience and our advertisers." Greenberg, who says he's already had conversations with several big brands, sees branded video content as an important revenue stream for Nylon, and expects there will be a careful mix of paid videos and purely editorial ones. "We need to build up credibility." From original series, to scripted sketches, to "new forms of interviews," we'll see more video incorporated throughout the website, not relegated to one section, as it is now. "Nylon TV is going away," he explained, adding that the content will be less focused on giving a behind-the-scenes look at magazine shoots and fashion events, as it has been, and more focused on being shareable. 

Greenberg says that beyond just video, the company is "investing big in all digital areas," and that while print is still in important asset, he's working to "expand other parts of the business" to create a "full offer as a media company." Stay tuned.