Rewiring Wired the Condé Nast Way

July 29, 2008

The classic story of the tortoise and the hare is an iconic children’s fable with a solid business moral. In today’s world, the parable of “slow and steady wins the race” is rarely exemplified. In fact, it closely resembles a frantic game of Monopoly – buy now or pay rent to someone else.

 The Condé Nast Publications Company, however, has always epitomized the concept of steady investing and leveraging over time. Take Wired Magazine, a niche-oriented publication that had a solid base of readers but gave little impression that it would survive through the dotcom boom. While many of its competitors collapsed, Wired not only survived but has flourished and is presently attracting a solid audience that extends beyond the “geeks” and “techno-nerds” who were the original core patrons.

The Wired.com website has tripled in sight traffic since it was acquired by Condé Nast and reunited with Wired Magazine. The magazine reached 1,300 ad pages in 2007 and has a promising increase forecasted for 2008. With the low-publicity purchases of a few other tech-themed and electronic related websites, Condé Nast has been discreetly returning Wired Magazine to its roots as the brand has regained a solid foundation.

While other firms buy competitors and smaller companies in an attempt to make their corporations’ brand portfolios look diverse and impressive, Condé Nast has managed to obtain stability, assurance of quality, and a solid foundation in caring about its product brands. This makes for an incredibly sustainable corporate brand, and this is how Condé Nast is winning the race – not by indiscriminately seizing brands but by investing over the long-term in a brand that has longevity.

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