As digital video continues to grow exponentially, magazine publishers are moving to video to fulfill audiences’ insatiable appetites to watch content. When magazine publishers deliver a balance of interesting content in as many media formats as possible (image, text, and video), then they are likely to notice it translates to more web traffic and more revenue.
The latest move comes from Conde Nast’s Entertainment Group, which introduced 30 programs at its first presentation made during the Digital Content Newfronts. President of Conde Nast Entertainment Dawn Ostroff presented shows that are already on Glamour’s Web site, such as “Fashion Week Ride-Along” and “Elevator Makeover,” where audiences can watch women receive fashion makeovers during elevator rides. Ostroff also announced 10 more programs that are slated to begin on Vogue’s website: “Vogue Weddings” and “Vintage Bowles.” Other publications, such as Wired, GQ, Vanity Fair, Teen Vogue, Epicurious, and Style.com are expected to introduce their video lineups by the end of the year.
According to Conde Nast, the publisher hopes to distribute content through partnerships with Yahoo, AOL, and Twitter.
OneScreen recently published an article in MinOnline, discussing the emergence of cross platform partnerships. NBC and Hearst’s Esquire magazine partnered to rebrand G4 as the Esquire Network in April. The network, which targets men between 18 and 49, debuted in 60 million homes and expanded the channel’s content topics from video games and gadgets to entertainment, travel, style, and food, with original programming and acquired NBC shows.
The beauty of these cross-platform partnerships is that they harness the strategies and capabilities of two media companies, without either having to build the other’s capabilities from scratch, and simultaneously build a wider footprint across more channels for both parties.
President of Conde Nast Robert A. Sauerberg said that although the company is founded in print, the video initiatives are “an extension of what we are doing. We see this as a new business that is not in lieu of but in addition to.”
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