Magazine publisher Conde Nast hopes to leverage the brand recognition of its big-name titles — which have been dealing with dwindling income — through a series of Web video channels.
USA Today reports that the publisher launched the new channels Tuesday.
“Backed by corporate sponsors, its collection of webisodes — ranging from two to seven minutes — will be distributed on YouTube and the video pages of the magazines’ websites,” the paper reports. “The initial series will be tied to Glamour and GQ, focusing on fashion, cosmetics and health. The company plans to introduce video channels for its other magazines.”
Said Dawn Ostroff, president, Conde Nast Entertainment: "We’re trying to take content that magazine brands already publish and start to expand the reach. Video is where consumers are heading."
The report notes: “With video ads garnering higher margins than other types of digital ads, media companies have been steering more of their production budget to video departments. U.S. digital video ad spending is expected to increase 41.3%, to $4.1 billion, in 2013, according to research firm eMarketer. By 2016, it’ll nearly double to $8 billion, eMarketer estimates.”
Other publications have made similar moves, the piece notes, with Entertainment Weekly, Motor Trend and Car and Driver among those producing video material for their YouTube channels.
Rebecca Lieb, a digital media analyst at Altimeter Group, says it’s a smart move for Conde Nast, with beauty and how-to video among the fastest-growing online video categories. But she has reservations about the timing.
Conde Nast "has an advantage in that it has a portfolio of trusted brands for beauty advice," Lieb said. "It’s a smart move. I would have liked to have seen it earlier. The question is whether they can catch on to a trend that’s already established."
Conde Nast also publishes Vanity Fair, The New Yorker, Architectural Digest and Vogue, among other titles.