Condé Nast runs first in-house native ad

Dive Brief:

  • 23 Stories, the in-house native ad unit at Condé Nast, launched its first campaign – a sponsored ad from Samsung on Bon Appétit.
  • The four page sponsored content ad begins on the cover of the magazine, a first for Bon Appétit.
  • The sponsored content appears in the print version, and has no specific digital element.

Dive Insight:

Condé Nast launched its in-house native advertising unit, 23 Stories, six months ago and the first output from the shop should make a splash with a four-page cover unit of sponsored content in the print edition of Bon Appétit. The ad will be the first time the magazine featured a sponsored cover. The sponsored content ad will only appear on subscribers' copies of the magazine, and there’s no specific digital element to the campaign.

23 Stories has signed eight clients with the draw being advertisers will have direct access to Condé Nast editors when creating sponsored content for the companies' media products. An Ad Week article pointed out that Condé Nast and other publishers are breaking the American Society of Magazine Editors guidelines on native ads that include not publishing ads on the cover of magazines, and leaving editorial staff out of the process.

In the same Ad Week article Edward Menicheschi, CMO of Condé Nast, is quoted saying, "When we set about to create 23 Stories, we said we would work across the entire asset stack, and that obviously includes print, as well." He also clarified that 23 Stories’ upcoming projects will be largely focused on video and digital.

Filed Under: Trends Corporate News
Top image credit: flickr: Sean Winters