Last week Condé Nast announced that it was expanding its relationship with Snap, Inc. (i.e., Snapchat), launching Snapchat Discover channels for GQ, Wired and SELF magazines in the hopes of wooing millennials to their brands. Starting in late April, Wired, GQ and SELF will publish weekly stories. Other media outlets using the Snapchat platform include The New York Times, Mashable, People, ESPN, Cosmopolitan, Buzz Feed, the Wall Street Journal and National Geographic.
“Condé Nast is committed to innovating new and original programming experiences while preserving our brands’ standard of editorial excellence,” said Fred Santarpia, Condé Nast’s chief digital officer, in a statement.
“Each experience is delivered at the same level of quality that our consumers have expected for over 100 years, regardless of platform. After seeing fantastic results with Vogue’s Discover launch last year, we are excited to expand our partnership with Snapchat to bring more of our brands to their growing Discover platform,” Santarpia added.
This relationship is not new for Condé Nast. Last September Vogue launched a Discover channel, and since 2015, the publisher has worked with Snapchat’s Our Stories team on awards and events like Vanity Fair’s Oscar party and Glamour’s Women of the Year Awards. In addition, SELF has published special editions for Snapchat Discover.
“We want to give Snapchatters more premium content that speaks to their personal interests, and this expanded deal will give our community access to some of the best reporting from some of Condé’s most iconic brands,” said Nick Bell, Vice President of Content for Snap, Inc.
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According to Ad Week, Matt Starker, general manager of digital at Condé Nast, said the company is ready to invest in the Snapchat platform, and Condé Nast is in the process of putting together teams to work on content the Discover channels.
If Condé Nast is trying to woo millennials, Snapchat is a great place to start. According to comScore and Statista, 53.4 percent of Snapchat’s U.S. users in 2016 were ages 18 to 34.
Snapchat is not the only game in town though. Instagram, which launched a similar product called Stories last year, is growing in popularity. According to an Instagram blog post published the same day as Conde Nast’s announcement (April 13, 2017), more than 200 million people use Instagram Stories daily.
With so much competition for attention, publishers and media outlets need to get creative in how and where to reach different audiences, and what works for one age group may not work for another. To reach younger readers, GQ, Wired and SELF want to meet their readers where they are – and Snapchat is their choice. With a dedicated team creating and adapting content for Snapchat Discover channels, the publishers might win over a younger audience.