• Nieman Journalism Lab, Thursday, December 8, 2011 3:19 PM

Print may be dead (or dying), but long live content. That's the rallying cry for magazine publishers like Condé Nast, which is actively trying to diversify its revenue stream.

“A year or so we took the word ‘publications’ off the building and took it off of our business cards,” Drew Schutte, the company's chief integration officer, tells Andrew Phelps in a Nieman Journalism Lab post. “There was this final commitment to the fact that we are a company that makes quality content…and we’re going to put that on whatever medium it makes sense.”

To that end, Condé Nast created the free Web app Santa's Hideout, a "a registry for children’s Christmas gifts," writes Phelps.

With the more traditional tactic of repurposing content, Condé Nast is attempting to monetize Vogue's reputation as a historical fashion encyclopedia and "pop-culture data mine" by creating digital archives of all images, articles and ads (which function as fabulous examples of past fashion trends) dating back to 1892.

There's an annual subscription fee of $1,575 to access the database, a sum that "the publisher expects that ad agencies, designers, photographers, historians, stylists, art directors and other design professionals will pony up," writes Christina Binkley in the Wall Street Journal.

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