Back in August, Condé Nast sold off all its Fairchild Fashion Media titles except for Style.com and NowManifest in August, and we've been watching ever since as the publisher retooled those remaining properties. In early November, Condé brought Style.com under the Vogue umbrella, such that editor-in-chief Dirk Standen would report to Anna Wintour.
Now the other shoe has dropped: Condé Nast has shut down NowManifest. The curated portal, which is still live, played host to independent bloggers like Anna Dello Russo, Susie Lau, BryanBoy and Danielle Bernstein of WeWoreWhat while managing their ad sales.
"We are redoubling our focus on expanding our industry-leading site, Style.com," a rep for Style.com said in a statement. "We thank the NowManifest bloggers for their contributions to the portal."
Fairchild originally acquired NowManifest in May 2012 as part of its purchase of Fashion Networks International, founded by Christian Remröd and Elin Kling. BryanBoy and Rumi Neely, also a NowManifest blogger in those days, told Fashionista at the time that they hadn't been informed of the deal until less than 24 hours before it took place — weird, considering that Condé Nast is such a high-profile entity and that type of thing wouldn't go unnoticed.
This time around the bloggers got a bit more notice. According to Business of Fashion, they found out in November that the business would be winding down.
WeWoreWhat's Bernstein, for her part, tells Fashionista that the ending of NowManifest "was totally professional and okay with all parties involved." She'll be starting on a new platform with several partners, which she says she'll have more control over. What exactly that will look like, we'll have to wait to see; Bernstein declined to give further details on her situation. But considering how well-known these bloggers are, we don't doubt that they'll do just fine running their own advertising partnerships from here out.
Recent developments have shown that combination ad sales and publishing networks are a tricky business. In November, Say Media got itself out of the content business by unloading XoJane and ReadWrite in order to focus on ad sales and development of its publishing platform, Tempest — also the CMS Fashionista runs on. Federated Media sold off its own content marketing wing a year ago.