Condé Nast editors used to be too fancy to bother with the grubby Web; they dumped all their content onto online junkyards. Greed and petty jealousy, though, have turned them into true believers, and they want their "websites" now, please.
Take GQ. The men's magazine was once content to throw its stories onto a slush pile called men.style.com, placing the articles next to cut-rate online ads. Then GQ's print advertising dried up, and corporate sibling Wired got a fancy new website. Suddenly the magazine is reviving GQ.com and is killing off its old dumping ground, Men.Style.Com.
Details and Vogue are also going to start doing their own Web publishing, meaning that dumping ground sites like Style.com and Epicurious.com, which have already started firing people, are not long for this world. Reports Ad Age:
Editors who were aloof to the web when Conde Nast started pursuing its current digital strategy a decade ago now chafe at not controlling their own web destinies, and cast jealous eyes on the millions spent on the now-shuttered Portfolio.com and the remake of Wired.com.
At long last, Condé Nast, a company that sells its intimate understanding of culture, fashion and lifestyles, has discovered that the internet is a big thing. And all it took was mass layoffs and an advertising depression!