Mag Bag: Conde Nast Taps Livefyre For Social Engagement

Condé Nast has signed a deal with Livefyre to turn the magazine publisher’s digital properties into social hubs for Livefyre’s StreamHub platform. The high-end publisher will use Livefyre’s platform and Live applications, including LiveComments, LiveBlog, LiveChat and LiveMediaWall, to boost social activity and engagement for brands including Condé Nast Traveler, Glamour, Golf Digest, GQ, Lucky, The New Yorker, Teen Vogue and Vanity Fair.
Livefyre’s StreamHub and suite of Live products are designed to turn Web sites into social experiences with real-time publishing, conversation tools and content curation from social networks such as Twitter, Facebook, and Instagram.

Hal Danziger, Condé Nast vice president for digital products and platforms, stated: "Our brands are able to host conversations around fashion, food, beauty, travel and style in a visually compelling way, leveraging our audiences’ engagement with our brands across the social Web.”     

In one of the first Livefyre executions for Condé Nast, hosted a photo contest offering readers who submitted photos a chance to meet Justin Bieber, with a live Instagram feed and photo wall powered by Livefyre. In another integration, Lucky used StreamHub to create a LiveMediaWall for its Fashion and Beauty Blogger (FABB) Conference.
Adobe Announces 100 Million Digital Downloads
Adobe has powered 100 million digital downloads of various kinds of publications using the Adobe Digital Publishing Suite, the tech company announced this week, including magazines, newspapers, corporate publications and apps. The company noted the success of magazine publishers like Fast Company, Hearst Corporation, National Geographic, Martha Stewart Living Omnimedia, Rodale, Scientific American and Time Inc., all of which have used DPS to create digital editions of their publications. The company also pointed to new DPS customers including Foreign Affairs, The New Republic, and Active Interest Media.
Meredith Rolls Out Augmented Reality App
Meredith Corp. has unveiled a new augmented reality app, Mom+, that works with its entire portfolio of Parents Network publications, including Parents, American Baby, FamilyFun and Ser Padres. The universal scanner allows readers to use their smartphones to activate bonus content, e-commerce offers, and advertisements. Carey Witmer, executive vice president and president of Meredith Parents Network, touted the new app as a way for advertisers to reach and engage with tech-savvy millennial moms.
Phillips To VP, Publisher Glamour
Connie Anne Phillips has been appointed to the position of vice president and publisher of Glamour, replacing William Wackermann, who is moving to the position of executive vice president and publishing director for Condé Nast Traveler. Philips previously served as publisher of Time Inc.’s In Style, a post she held for the last four years. Before that, she spent 14 years at Vogue in a variety of executive roles, including associate publisher and managing director. Both appointments are effective July 8, 2013.
Chen To EIC, Lucky

Condé Nast announced it has appointed Eva Chen editor in chief of Lucky. Chen previously worked as a consultant for the brand, collaborating with Anna Wintour, the iconic artistic director of Condé Nast and editor in chief of Vogue, and the Lucky editorial staff. Much earlier in her career, Chen worked as a fashion assistant at Lucky; more recently she worked at Teen Vogue, and has also worked for Elle and The Wall Street Journal. Wintour stated: “From the streets of New York City to Shanghai and everywhere in between, Eva is the quintessential Lucky girl.”
Sarcone To SVP, Marketing Initiatives and Insight
Anthony (Tony) Sarcone has been named senior vice president, marketing initiatives and insight for MPA – The Association of Magazine Media, as well as president of the Publishers Information Bureau. In this position, Sarcone will lead MPA’s research activities, aggregating, communicating and analyzing trends, data and news that highlight magazines’ capabilities as a sales tool and cultural force. Sarcone was most recently owner/partner at Solveris Marketing Communications, a full-service marketing, advertising and communications firm he founded in 2008. He has also served as acting co-marketing director at Bon Appétit and interim marketing director for the Condé Nast Bridal Media Group.



2 comments about "Mag Bag: Conde Nast Taps Livefyre For Social Engagement".
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  1. Kelly Abbott from Realtidbits, June 20, 2013 at 1:50 p.m.

    For the Conde Nasts of the world, of which there are few, it remains a fact that companies like Livefyre are building their own social networks on the publisher's data. Which is to say, the content and the user profile of the user who shares information on a Conde Nast site (now, presumably) will travel with that user anywhere in the Livefyre network, and therefore not be silo'd to the publisher itself. That's a big deal - not just for privacy wonks - but also for the business side of publishing. You give them precious real-estate and user data. You paid them. Why let them exploit that real estate and data for their own gains? And it's not clear they help publishers understand their engaged users better and they certainly don't help them monetize either the placement or the data.

    For a true, enterprise-only alternative, consider instead. The data is owned by the publisher and the values-driven organization wants to help publishers not just provide engaging, realtime social experiences, but also move that engaged, social user up the value chain.

    If you're a publisher reading this comment, we'd love to talk. We were first to market with a social gallery, pinboard and forum. We also have comments, analytics and socialbridging and are often priced lower than Livefyre.

  2. Meghan Krane from Livefyre, June 24, 2013 at 9:15 p.m.

    Hi Kelly - The information that you assert here is inaccurate. Livefyre offers two levels of products, our enterprise-level StreamHub platform and our free Community Comments for independent bloggers and small publishers.

    All of our StreamHub customers (including Conde Nast) have chosen Livefyre because we offer them complete ownership of their content, data and profiles within their own private network. Your presumption that we share data between our StreamHub networks and our Community network is incorrect. We take data ownership very seriously and offer products that enable publishers to retain the value their user data and can gather actionable insights from it.

    You can see this in action for yourself when you visit any of our over 200 Enterprise customer sites, including American Idol, AOL, Bravo, CBS, Dow Jones/WSJ, FOX Sports, Sports Illustrated, Showtime and Time, Inc. When you visit and are asked to create a Glamour account to comment, when you visit MarketWatch and must login with your MarketWatch account to comment, etc. etc.

    If you have any questions about Livefyre I would be happy to speak with you to clarify your understanding of our business.

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