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?