Condé Nast’s Printing Strategy Rethink
Introduction to the New Printing Plan
More Condé Nast titles are rethinking their printing strategies. Vanity Fair will switch to eight issues per year in the United States, with four seasonal and four thematic editions. The changes apply to the American market, while other regions have their own printing plans. The paper quality and coverage will increase. According to global editorial director Mark Guiducci, the actual number of pages per year will not decrease. This means that every issue will look and feel more important. The eight issues will have a significant impact, not only for subscribers but also for advertising.
Industry Commitment to Printing
In the entire industry, publications are confirming their commitment to printing. Some media outlets, like The Cut, have introduced print versions, while others, such as Nylon, have reverted to print after becoming digital-only. For many magazines, including Cultivated, the majority of revenue comes from print. The editor-in-chief of WSJ, Sarah Ball, notes that print revenue has not declined, and the brand has not reduced issues. She believes that reports of the death of print are exaggerated.
Luxury Advertising and Print Media
Luxury advertising is a significant factor in the decision to maintain print media. Luxury brands prefer print media for its tactile experience, even as digital formats like TikTok and programmatic advertising dominate budgets. According to Cherry Collins, strategy partner at Havas Media UK, luxury brands value the craftsmanship, durability, and storytelling that print media offers. The carefully edited, tactile experience of a premium print issue provides brands with cultural weight and credibility.
Print as Part of the Media Ecosystem
Elizabeth Herbst-Brady, Chief Revenue Officer at Condé Nast, views print as a vital part of the media company’s ecosystem. It is one of many ways to connect readers and advertisers with Condé Nast brands. Herbst-Brady acknowledges that the media landscape is changing rapidly, and the company is developing its strategies to meet the evolving needs of customers.
