Over the past few years, Conde Nast has shown it understands the digital media landscape by amping up video and branded content across platforms and turning some publications completely digital to great success.
Today, the media powerhouse announced the launch of its Next Gen Network, a collection of brands and Conde Nast digital titles like Teen Vogue, Healthyish and GQ Style that allows for greater reach and opportunity for consumers and advertisers.
The collected audience across the brands that make up the Next Gen Network records more than 20 million interactions per year with 82% of those consumers being millennials.
One of the new brands to launch with Next Gen is Iris, “a video and social-led brand for socially-conscious millennial women.” The new brand grew out of the success of Conde Nast’s video aggregation platform The Scene, home to original programming targeting millennial women with a mean age of 26 who make up 83% of the content’s audience.
Iris will host two of Conde Nast’s more popular shows, "Broken," which features couples confronting each other about suspected cheating, and "Affirmations," featuring parents delivering affirmations to their children, along with stories catering to the network’s audience.
The first episode of Broken debuted in February 2017 and generated more than 64 million combined views. Today, the couple featured on the first episode, exes Kourtney and Leonard, appeared in the latest installment, which was released on the Iris platform.
Lenny Letter, a millennial feminist brand that includes a popular newsletter founded by Lena Dunham and Jennifer Konner, also joins the Next Gen Network. Conde Nast will manage the brand’s products, ad sales, events and more. Lenny Letter will collaborate with Conde Nast’s other editorial properties, too, beginning with an upcoming political fiction series with Glamour.
Pamela Drucker Mann, Chief Revenue and Marketing Officer of Condé Nast, stated: “Our advertising partners can leverage the power of the Network to reach consumers in new and innovative ways––from co-creating content to integrating into tentpole events that deliver a new level of connection and interaction with today’s millennial and Gen Z audiences.”