- Conde Nast unveiled this week a new branded content studio that brings editorial and paid content closer together.
- Named after the 23 floors the publisher occupies at One World Trade Center, "23 Stories by Conde Nast" is a branded content studio connects its editors from its fleet of magazines directly with marketers to develop sponsored content.
- The media company believes the editorial focus will create quality content that mimics editorial. In a statement Conde Nast explained that “great quality content will break through, even if it is identified as paid.”
Conde Nast certainly isn't the first publisher to create an internal branded content studio or the first to include editorial influence, but no other media group has created such a direct connection from advertising to editorial. The concern within the journalism industry has always been to uphold editorial integrity, which is historically why editorial and advertising are typically walled off from each other. It'll be interesting to see if Conde Nast is able to create better quality native content by using editors over marketing writers. It will be even more intriguing to see if the studio will somehow help the 105-year-old publisher sell more magazines.