13 Oct Condé Nast To Launch New LGBTQ Media Brand Business of Fashion
Written by Chantal Fernandez for Business of Fashion
October 4, 2017
NEW YORK, United States — As speculation swirls about who will take the helm at Condé Nast titles Vanity Fair and Glamour, the publisher is quietly launching its first independent brand since Portfolio magazine debuted in 2007. (It was shut down two years later.) Them, a mission-driven, multi-platform, LGBTQ-focused publication created by Phillip Picardi, Condé Nast’s beloved digital wunderkind from Teen Vogue, is set to launch online in the last week of October.
“If I’ve learned anything from my time at Teen Vogue, it’s that young people are dominating our culture and they’re going to shape it in a way that we really weren’t expecting, particularly in matters of gender and sexuality,” the 26-year-old Picardi, Them’s chief content officer, tells BoF. “Wouldn’t it be incredible if Condé Nast were the first publisher to really step up to the plate and want to be the ones who were telling those stories in an authentic and personal way?”
That’s precisely the question he posed to Anna Wintour, Condé Nast’s artistic director and editor-in-chief of American Vogue, at the beginning of the summer during a conversation on the media giant’s digital future. Condé Nast, like many legacy publishers, has been slow to adapt to today’s digital reality and still generates the majority of its revenue from print advertising at a time when brands are rapidly following consumers online and reallocating their marketing budgets accordingly.
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