• by Erik Sass , May 23, 2011

Magazine publishers are continuing to expand into parts of the media business that were once the exclusive turf of agencies. Conde Nast is launching a new division specializing in marketing services, called Conde Nast Ideactive.

The high-end publisher of Vanity Fair and The New Yorker is looking to win marketing budgets not normally spent on magazine advertising by offering a diverse array of creative and digital services, including custom content, app development and mobile marketing, video, Web design and social-media campaigns.

Ideactive will be led by vice president Janine Silvera, who had been senior executive director of integrated marketing at Conde Nast. She will oversee six staffers.

Conde Nast CMO Lou Cona stated: "The Media Group has evolved over the last two years to where advertisers and agencies look to us for our expertise and guidance as brand consultants and partners in the marketplace. We work hand in hand with them as trusted allies in the ideation, creation and execution of their marketing strategies."

Cona told Ad Age: "We are in business to do custom content and all of these capabilities untethered to media."

As noted, a number of major magazine publishers have moved to expand their offerings in disciplines traditionally dominated by agencies -- often by simply acquiring existing agencies. Just last week, Source Interlink Media acquired Mind Over Eye, which specializes in digital marketing and visual effects, including producing spots for television, Internet, mobile and feature film distribution (often employing CGI).

Source Interlink Media president Chris Argentieri stated that the acquisition will position Source Interlink "as a one-stop shop for integrated marketing solutions."

In March, Penton Media acquired online marketer EyeTraffic Media, a firm with expertise in search-engine marketing, online media buying, email and social media, mobile marketing and Web analytics. It had already made its reputation with work for high-profile clients like DuPont, Mazda and Georgetown University.

In June 2010, Hearst Corp. acquired iCrossing, specializing in digital marketing services, including planning and development for Web, email, mobile and social-media marketing.

Over the last few years, Meredith acquired O'Grady Meyers, Genex, New Media Strategies and Big Communications to create an integrated marketing division.