paidContent - CondeNast Dismantling; Focus on As Flagship

This story was written by Rafat Ali.
CondeNast, which has hired McKinsey to help rethink its business, is starting early: it is closing down, its online-only destination which served as the online home of GQ and Details magazines since 2005, as part of its plans to focus on existing magazine brands online, instead of independent destination sites. Conde Nast Digital president Sarah Chubb told AdAge that it didn’t make sense to have three men’s brands online, what with the cost cutting already in place, and integrated print-web makes a better package for advertisers. will become the flagship from now on, traffic will refer to, and the online staff will move to Details will get the traffic already going to via

Are the days numbered for the remaining online-only sites at CN? may be the next to go, as Glamour has its own website, and Vogue is supposed to gets its own site by next year. Chubb says is safe for now, but how long?

The existence of these independent online brands—, and—within Conde Nast are a direct result of its history with CondeNet, and its famously slow embrace of the web in general over the years. CondeNet was dismantled early this year and in came Conde Nast Digital, with its new strategy of, well, we’ll find out what McKinsey comes up with.


By Rafat Ali