• by Sara Guaglione , November 9, 2016

Nylon Media, publisher of entertainment and fashion magazine Nylon, is expanding its offerings to advertisers with the formation of a creative content studio, which will be led by Kristin Welton and Lauren Cohen.

Nylon Studios will produce sponsored content, including live events, custom experiential activations, video, original content and influencer marketing for brand partners.

“Nylon is emerging as a major player in the content space, and the appetite for 'more' originals from our audience has increased dramatically. As a result, we've carved out a unique, yet scalable space for ourselves in today's cluttered content landscape" stated Nylon Media president Jamie Elden.

It has become a trend in recent years for publishers to bring branded content creation in-house.

Last fall, Tribune Publishing,  now Tronc, launched Tribune Content Solutions to create multi-latform campaigns for local and national advertisers. Time Inc. launched The Foundry, which focuses on content and helping to launch new brands. In January 2015, Condé Nast launched 23 Stories, allowing advertisers to utilize the publisher’s editorial teams.

Welton, who has been with Nylon for three years, has been promoted to VP of Nylon Studios. She was previously the magazine’s director of events and partnerships.

Cohen has been promoted from head to VP of marketing and entertainment. She will work with talent and literary agency United Talent Agency on digital and TV initiatives.

In April, Nylon announced a partnership with UTA to help expand Nylon’s content strategy and move its offerings to other media platforms.

At the time, Elden said UTA would assist the magazine with "on-screen and creative talent to deliver consistent, standout content in today’s crowded market.”