Condé Nast
How Condé Nast built an iconic media empire spanning Vogue, Vanity Fair, and Wired, and its struggle to reinvent itself in the digital age.
Condé Nast owned magazines. Vogue, GQ, Vanity Fair. For decades, magazines were magazines. You read them at home. Then Condé Nast realized something. The magazine was just the beginning of the asset. The real asset was the brand itself. The authority the magazine earned. The trust readers had. The lifestyle they represented. So Condé Nast began licensing the brand. Vogue held fashion shows and sponsored events. GQ partnered with watch manufacturers and menswear brands. Vanity Fair created partnerships with luxury goods companies. Each license generated revenue independent of magazine sales. The magazine became a marketing engine that gave the brand credibility and extended it everywhere.
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