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Condé Nast is starting a new venture called "23 Stories by Condé Nast," in which Condé editors will work directly with advertisers to create branded content. "We have the full support of our editorial teams, from Anna on down," Condé exec Edward Menicheschi told Ad Age.
Advertisers will pay a certain amount to get access to the 23 Stories content studios and editors will work with the advertisers to create articles, which will then be marked as sponsored content. There won't be a firewall to stop those editors from writing editorial content about the advertiser, Ad Age reports. "By clearly labeling it, we're making sure the consumer's needs are served," Menicheschi said.
· Condé Nast Unveils Branded Content Shop Powered By Editors [WSJ]
· Conde Nast Editors to Create Articles, Videos for Advertisers [Ad Age]
· Rats Aren't the Only Problem at Condé Nast's New Offices [Racked]