Condé Nast is doubling down on Snapchat Discover, as GQ, Wired, and Self are each set to receive their own channels this month within the section of the ephemeral messaging app dedicated to premium content from established publishers.
Previously Condé Nast’s Vanity Fair title partnered with Snapchat back in October 2015 to create Stories around around its annual Oscars party, and Vogue launched its own Discover channel last September. But as part of the new deal, AdWeek reports, the publishing giant is building a standalone team to churn out even more Snapchat content. The company is currently looking for designers, visual editors, and motion-graphics specialists, and team members will be tasked with creating 15 to 20 stories per week.
“We’re ready to invest in the platform; we like the results,” Matt Starker, Condé Nast’s general manager of digital told AdWeek. “The way that we are looking at results are: Does it have a big audience, is the audience engaging with our content for a long period of time? The answers were yes and yes.”
“The content that is interesting that performs and does well on Snapchat is honestly the same type of content that performs on Instagram or Facebook,” added Carolyn Kylstra, Self’s editor in chief. “It’s just a matter of translating it in the Snapchat language.” The Self Discover channel is now live, with GQ and Wired to follow suit later this month.
Other popular magazines currently operating Discover channels include The Economist, Harper’s Bazaar, Entertainment Weekly, Esquire, Cosmopolitan, People, National Geographic, Popular Mechanics, and Essence.