June 4, 2010
Media entrepreneur and owner of Conde Nast Publications, Si Newhouse, feared licensing would cheapen the Conde Nast name and divert focus from the respected printed magazine that had endured for so long. He was all about preserving the integrity of the brand.
However, in 2009, the world changed. Print advertising took a nose dive and the media world was transformed. We saw wasÂ Cookie,Â Domino,Â Gourmet andÂ Portfoliofold. Consumers then and now are getting their information from other sources. Last fall, we sawÂ Bloomberg buyÂ BusinessWeek and today we are hearing aboutÂ bids forÂ Newsweek. To keep his properties vibrant and relevant, Newhouse changed his tune and allowed his magazines to establish strategic alliances.
Lucky andÂ Vogue were the first to âtest outâ a union. Lucky paired withtheOutnet.com, Net-a-Porterâs outlet site, whereÂ LuckyMag.comâs sales would be promoted.Â Â Vogue paired with e-commerce site Gilt Groupe, offering ready-to-wear looks based on their âSteal of the Monthâ page.Â Both of those partnerships seem natural. To me, it makes sense that Conde Nast would want to try leverage their helpful shopping and fashion tips. But the latest venture over at Glamour was a little bit more surprising.
If youâre trying to find a date, forgetÂ eHarmony.com,Â PerfectMatch.com orPlentyofFish.com; look no further than Glamour.com. Glamour has partnered withMatch.com for âGlamour Matchmaker,â in which Glamour staffers will bring men who are already on Match.com over to the site to get a hold over the approximate three million women who visitÂ Glamour.com each month. Oh, and rather than ordering flowers for your newfound love interest, starting in August, readers will be able to order Glamour branded jewelry through the site as a result of a partnership with the Home Shopping Network.
Call me old fashioned, but I am with Newhouse on this licensing movement.Â I am skeptical of Glamour Matchmaker. Although I hope it brings nothing but happiness to Glamourâs loyal readers, can you ever be 100 percent positive these âeligible bachelorsâ wonât do something to give Glamour and Conde Nast a bad rep? For now, we will just cross our fingers that Match.comâs filtering technology is up-to-dateâ¦
Read more about Glamourâs brand extensions in The Wall Street Journalâs articleSingle Magazine Seeks Well-Heeled Partners.
– Kristin Flynn