The publishing giant Condé Nast said in February that it was creating a network of brand studios tied to its magazine titles that will develop content across podcasts, films and television. That effort is taking shape and the company behind such titles as The New Yorker, Vogue, Vanity Fair, Wired and GQ took that message to ad buyers during a NewFront pitch on Tuesday. The launch of the Condé Nast Podcast Network will come with seven new shows.
The expansion by Condé Nast into audio has already been in the works for several years as its magazines launched podcasts on a piecemeal basis. Nevertheless, the power of its brands attracted an audience. In 2019, Condé Nast’s audience listened to more than 28 million hours across its brand podcasts. So far in 2020 the company says downloads have spiked by 26%.
Based on that success, Condé Nast has created the podcast network to present the shows to the advertising community on a unified basis. It is also creating more content.
Anna Wintour, the iconic editor of Vogue magazine, will be the host of one of the seven new podcasts that Condé Nast will debut in the coming months. Her show is called In Vogue and will chronicle the collision of fashion and culture in the 1990s.
Pitchfork, the online-only magazine, is also launching The Pitchfork Review. The company says the podcast will target discerning music fans, artists and industry insiders” as it “takes listeners through taste-making reviews, comprehensive news coverage, in-depth reporting and authentic, intimate storytelling.
Wired magazine will also launch a new weekly podcast called Get Wired that explores all the ways technology is changing everyday life. Condé Nast says the podcast will offer a behind-the-scenes look at Wired’s most compelling stories, covering the intersection of tech and humanity, business and culture, science and politics.
During the virtual NewFronts presentation, Condé Nast said the podcast effort is part of its broader launch of The Influence Network. Combing audio with video, online, social media and mobile products, it aims to lure advertisers with what it says will be measurable performance and incremental audiences to its traditional media portfolio.
“In a rapidly changing environment, our advertisers are looking for a trusted partner that can deliver flexibility, new incremental audiences and measurable performance,” said Pam Drucker Mann, Global Chief Revenue Officer and President of U.S. Revenue at Condé Nast. “Our influence network answers those needs with quality content environments, brand channels with unparalleled engagement, and access to exclusive cultural touchstones that only we can own,” she said in a statement.
Based on Nielsen data, Condé Nast said it already delivers 22 million unique incremental individuals (P18+) who were not reached by traditional broadcast or cable TV. In addition, that includes a 27% incremental reach among 18- to 34-year-olds.
The company also reiterated its commitment to providing a platform for new voices, diverse content and inclusive programming that is more representative of multicultural audiences and communities.
“Condé Nast has always led the cultural conversation,” said Reggie Williams, Senior Vice President of Programming. “Now more than ever, I believe in the power of our media to affect change, and video and audio have crucial roles to play in that transformation.”