W magazine gets its own site

Adage reports that Conde Nast is introducing a standalone site for W magazine and taking content from its original portal, Style.com. As of now,...

Adage reports that Conde Nast is introducing a standalone site for W magazine and taking content from its original portal, Style.com. As of now, Wmagazine.com is still a beta effort that won’t be official until January.

In a push to develop robust Web sites for individual magazines instead of combining the brands at bigger and broader sites, the company is also preparing to build sites for Gourmet and Bon Appetit, which right now are listed under Epicurious.com. Conde Nast Traveler may also find its way out of Concierge.com next year or the year after.

Unlike other publishing companies, Conde Nast has been known to group publications together, with the idea that it would lead to a better flow of traffic than to a standalone site. But the company is undergoing a new web strategy.

"Between 2000 and 2006, we put together a lot of learning about what made a good magazine site and why," said Sarah Chubb, president of CondeNet, Conde Nast's digital division. "The bottom line that became very, very clear was that the individual sites were not stand-alone businesses and probably never would be -- but could be very fruitful if you did them right, not only for selling subscriptions but for overall circulation health."

It’s about time W went digital!

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