Conde Nast‘s print magazine publishers now have full control over their corresponding websites. WWD reports that the bulk of the sales and marketing efforts for sites like GQ.com and Allure.com has transferred from Conde Nast Digital to individual magazine publishers.
Essentially, this means that the dividing line between what happens in one of the publishing house’s magazines and what goes on in its websites will get a lot thinner, which in turn will make it that much easier to sell advertising or to run promotions, and that’s exactly what the company needs and wants:
Condé Nast chief executive officer Charles Townsend said in an interview the purpose behind the realignment is to find more money, particularly through potential digital revenues. He said that when digital accounted for only 1 percent of revenue at Condé Nast, digital likewise had about a 1 percent “relative” importance to the company. Now that digital revenue represents close to 10 percent of total revenue, he said it’s becoming his primary focus.
It’s another sign that Conde Nast’s magazines are retooling to make more money from consumers as the steady stream of advertising revenue they used to enjoy becomes less and less reliable. This is even happening on the company’s business focused side. On Monday, Style.com jumped from Conde Nast Digital to the Fairchild Fashion Group. Whether or not that will create a better (or worse) experience for voracious magazine buyers and subscribers like us remains to be seen, but for the time being, the company is getting ready to laugh all the way to the bank.
Style.com Splits From Conde Nast, Joins Fairchild Group [Styleite]