Condé Nast has a whole new way to give its marketing partners more bang for their advertising bucks. The media company that owns established print and digital properties like Wired, Vogue, and Vanity Fair (which just released a particularly great online original series about psychoanalyzing popular psychopaths) has opened 23 Stories, a branded content studio aiming to engage audiences through new content initiatives.
23 Stories, named for the number of floors Condé Nast takes up at its new digs at 1 World Trade Center, will generate video and print ideas for its marketing partners. The studio will have the ability to leverage the expertise and resources of Condé Nast’s editorial teams as well as its digital video branch Condé Nast Entertainment.
According to StreamDaily, a spokesperson from the media giant said 23 Stories’ branded content could debut on any Condé Nast platform (like its video hub The Scene) or “off-platform if a client wants.” Pat Connelly, VP of Marketing Solutions for Condé Nast, will lead the new content studio and will report to Condé Nast’s Chief Marketing Officer Edward Menicheschi.
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“We are changing the branded content game with 23 Stories by Condé Nast by offering marketers, for the first time, access to our unparalleled editorial assets,” said Menicheschi in a release. “As clients seek to elevate their storytelling and define themselves as publishers, we believe Condé Nast is uniquely qualified to partner with them to deliver compelling content, targeted to the right audiences at scale.”
“CNÉ has quickly become one of the fastest growing premium digital video businesses,” added Dawn Ostroff, president of Condé Nast Entertainment. “Our programming development strategy has connected with upscale millennial audiences and we’re looking forward to further bringing that expertise to our marketing partners through 23 Stories by Condé Nast.”
Condé Nast currently boasts a monthly average reach of 77 million consumers across digital, mobile, and video platforms, and 51 million across print.