Conde Nast has identity problems online. The publishing house announced on Monday that its online male fashion coverage would be folded into the websites for magazine properties GQ and Details. I wrote about the decision here.
In the piece, I wrote about how the change could effect Style.com. I thought of Men.Style.com as a subdomain of Style.com. But Conde Nast actually considers Men.Style.com to be its own property. GQ.com and Details.com are currently linked to the site, and they are all considered to be distinct properties from Style.com, which is "the online home of Vogue."
All that parsing is rather confusing. And I'm not the only one who failed to note the distinction between the two
As old media brands shift online, their most important assets are often name and reputation. But in the case of many magazine publications, the fear of cannibalizing the print product has kept their websites surprisingly dormant. Opportunities to grow the brand online passed by as editors and sales staff focused their attention on making the print publication successful. But now, as print ad rates dwindle, publishing houses have to start figuring out how to make the web work.
This is something that Conde Nast decided to address today. The company announced it would fold its male fashion content on Men.Style.com into print brand websites GQ.com and Details.com. It looks like Conde Nast is finally taking onlne seriously, but will it work?
Offline advertising may be suffering right now, but that doesn’t
mean that online brands can’t still profit from it. According to AdWeek, online entities like Zappos, Amazon and Kayak are working with traditional agencies — and advertising — to fatten up their
profits. But the thing they still needs to get worked out is how to measure the effectiveness of cross-channel campaigns.
Trying to foster more brand awareness and utilize growing budgets, online companies are looking past search and display toward more traditional methods. Barry Lowenthal, president of The Media Kitchen here, a unit of MDC Partners' Kirshenbaum Bond + Partners, tells AdWeek that television ads bring "people into the fold that
aren't already participating in the category or, if they are already
participating in the category, might not be considering your brand.
It's much higher up the purchase funnel.”
What's the most important factor in the success of a display ad? Size? Placement? Not surprisingly, it's relevance.
That's according to a study conducted by publisher Condé Nast and research firm McPheters & Company.
Magazines may not be able to sell subscriptions in this terrible economic
climate, but that doesn't mean that their brands and expertise should
go to waste. Publishers are hoping to get a little pocket change as
well as brand extension out of the iPhone's lucrative app store. Last week, People.com launched an iPhone app for $1.99 and other publishers are announcing plans to follow suit shortly.
Hachette Filipacchi, which owns titles Elle and Car and Driver, plans to
launch iPhone shopping and auto apps later this year. Meredith
Corp., which owns Better Homes and Gardens and Family Circle,
plans to launch mobile apps in areas related to their titles this year
as well. And Conde Nast, which has already entered the space with apps from
Epicurious and Style.com, plans to start charging for new and premium