Conde Nast has unveiled a new branded content studio, which will for the first time employ the publisher’s editorial teams to create original content for its advertising partners.
The hope is that by bringing its editorial team into the marketing side of the business, Conde Nast can actually create sponsored content that has the look, feel, and voice of regular Conde Nast content, which would certainly be appealing to advertisers interested in native advertising. (The publisher doesn’t seem to be as concerned with the issue of “church and state,” wherein media companies typically keep the editorial branch of the business away from the business side.)
Called 23 Stories by Conde Nast, the content shop will also offer video production and distribution expertise via the company’s Conde Nast Entertainment division, which owns and operates a network of video channels across platforms including YouTube, Dailymotion, Roku, and CNE’s own portal, The Scene.
23 Stories will be headed by Pat Connolly, VP of marketing solutions for the Conde Nast Media Group, with additional consulting from art director Raul Martinez. The video development and production team within the studio will be headed by an as-of-yet-unnamed Conde Nast Entertainment executive.
The entire studio, which gets its name from the 23 floors that Conde Nast is occupying at the newly-finished 1 World Trade Center, officially launches next month. It will be under the oversight of Edward Menicheschi, CMO at Conde Nast.
Conde Nast owns 20 print and digital brands, including GQ, The New Yorker, Glamour, Vogue, Teen Vogue, and Vanity Fair. The CNE-built digital channels have surpassed more than 2.3 billion views across platforms.