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# Condé Nast giveth, and it taketh away
- URL: https://onemanandhisblog.com/2018/10/conde-nast-gives-and-it-taketh-away/
- Published: 2018-10-29T14:33:21.000Z
- Updated: 2018-10-29T14:33:21.000Z
- Description: Condé Nast is moving fast and breaking its Snapchat presence.
- Author: Adam Tinworth
- Tags: conde nast, Snapchat, magazines, magazine publishing, fashion

Watching Condé Nast's fast-paced experimentation and changes is a fun sport. [For instance](https://www.scmp.com/lifestyle/fashion-beauty/article/2170322/vogue-magazine-launch-hong-kong-publisher-conde-nast?ref=onemanandhisblog.com):

> International lifestyle magazine publisher Condé Nast has confirmed a *Post* report it is entering the Hong Kong market. It will launch a local edition of fashion bible *Vogue*, which is set to debut in spring 2019.

The publisher's real focus on making *Vogue* its central fashion brand, and making it both truly international and highly localised makes incredible sense given their target customer and advertiser base. Print is not dead, and I think it'll be a long time before we see the end of the dead tree *Vogue*, because of the way the company is aggressively positioning the title to be one of the few survivors.

On the other hand:

> News tucked into my Snap earnings story:  
> Condé Nast is shutting down it’s Wired, GQ and Vogue channels on Snapchat, cutting some employees who worked on them.  
> (They’ve still got Self and Teen Vogue channels on Snapchat)[https://t.co/GPpchCRzBB](https://t.co/GPpchCRzBB?ref=onemanandhisblog.com)
> 
> — Sarah Frier (@sarahfrier) [October 25, 2018](https://twitter.com/sarahfrier/status/1055591038277091329?ref%5Fsrc=twsrc%5Etfw&ref=onemanandhisblog.com)

It's looking ever less likely Snapchat will actually hit a mainstream audience. It will — for the time being — remain a niche platform for the young. And that's proved to be a notoriously hard audience to keep in the long term. 

I suspect more publishers will be asking themselves hard questions about the value of them continuing on Snapchat.