Publishers don’t have many avenues to promote their own videos other than Yahoo, AOL or Youtube to satisfy their advertisers. Most of these companies end up taking a cut of the revenue, but few have any choice. Conde Nast has been quietly been building their own video distribution platform spending close to $50 million in development costs.
Conde Nast will be launching The Scene this July and will showcase 100 new series across 14 channels from all of their publishing brands. There will be a wide array of videos from Allure, Bon Appétit, Epicurious, Glamour, Golf Digest, GQ, Self, Style.com, Teen Vogue, Vanity Fair, Vogue, Wired, Lucky and The New Yorker. Some of their original shows have received accolades from all over the industry. The Producers Guild of America gave an award for “Wired: What’s Inside,” an Emmy nomination for GQ’s docuseries “Casualties of the Gridiron” and 14 Webby nominations.
In order for The Scene to work, Conde Nast has to attract other top tier content providers to the platform. This will help offset the development costs from setting up the entire infrastructure, but also make it more financially appealing than Yahoo or AOL. As it stands, ABC News, Buzzfeed, Major League Soccer, Variety, Weather Channel Films have all committed themselves.
The Scene launches in a few months but already the executives are signing their praises. “In just one year, CNÉ has set the industry standard for award-winning original video content that millions of influential millennials are watching and sharing” said Dawn Ostroff, president of Condé Nast Entertainment, in a statement. “The addition of The Scene, which will feature content from all of our powerful branded channels and premium digital videos from leading traditional and digital media companies, will increase our reach to entirely new audiences.”
Want to see what content from The Scene is all about? The video below is a sample of what to expect out of the production values in the new video platform.