Earlier this year, Conde Nast launched individual sites for its magazines, expanding beyond what had been a handful of topic-centric portals. This was the transformation of CondeNet to Conde Nast Digital.
Richard Glosser, executive director of emerging media, explains how the company is seeking to distribute its content and build audiences and magazine subscriptions beyond its destination sites. A key platform is YouTube, he says.
He says that there has been very little duplication between audiences coming to the magazine sites versus YouTube where research has found them to be younger and a greater percentage male.
You can find Vanity Fair on YouTube.
Free vs. Subscription
Free, ad-supported media is the model for now, Rich told me in his Manhattan office. He said the company is experimenting with some subscription products including a paid Reddit iPhone App.
Andy Plesser, Executive Producer