Condé Nast giveth, and it taketh away

Condé Nast is moving fast and breaking its Snapchat presence.

Adam Tinworth
Adam Tinworth

Watching Condé Nast's fast-paced experimentation and changes is a fun sport. For instance:

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:

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.

conde nastsnapchatmagazinesmagazine publishingfashion

Adam Tinworth Twitter

Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.