Conde Nast has unveiled 23 Stories by Conde Nast, a copy shop, to develop content for its advertising partners.
The upscale magazine publisher believes its creative talent can write compelling copy for distribution via Conde Nast's multiple platforms to increase consumer engagement.
The advertising content will be designed to blend in with editorial copy, rather than being tagged as paid advertising.
Pat Connolly, VP-marketing solutions for Condé Nast Media Group heads the operation, reporting to marketing chief Edward Menicheschi.
“We are changing the branded content game with 23 Stories by Condé Nast by offering marketers, for the first time, access to our unparalleled editorial assets,” said Menicheschi in a statement.
The new operation is named after the number of floors that Conde Nast occupies in its new World Trade Center headquarters.
Conde Nast says it reaches 77M people each month via its digital, mobile and video platforms.
The company owns Vanity Fair, New Yorker, GQ, Allure, Glamour, Vogue, Wired and Bon Appetit.
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