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20th April 2017

Conde Nast creates Snapchat team for flagship brands

Dedicated team will offer weekly content on the Snapchat Discover platform for GQ, Wired and Self.

Condé Nast believes in the power of Snapchat to reach millennials.

After making deals with Snapchat to create Stories around events, such as Vanity Fair’s Oscar Party and Glamour’s Women of the Year Awards,  the publisher is now forming a team to create weekly content on the Snapchat Discover platform for its GQ, Wired and Self brands.

Fred Santarpia, chief digital officer at Condé Nast, said the decision was inspired by the “fantastic results” the company had with Vogue’s Discover channel launch last fall. Condé Nast is hiring designers, visual editors and motion-graphics specialists to work with each brand's editorial team.

Self has previously published special editions for Discover, which is the platform where Snapchat's publisher partners can create and distribute content that includes full-screen articles, videos, photos and vertical video advertising, all optimized for mobile.

Time Inc. and Hearst run multiple channels on the platform, as do publishers like The Washington Post, The New York Times and The Economist. In February, New York Media’s entertainment and culture site Vulture launched its own weekly Story on Snapchat Discover.

Snapchat claims it reaches 41% of 18 to 34s in the U.S.

Today, Instagram Stories, modeled after Snapchat with its collections of disappearing photos and videos, topped Snapchat, surpassing 200 million daily users, just eight months after its launch.

That number is up from 150 million announced in January. Snapchat said it had 161 million daily active users before parent company Snap's IPO last month.

Written by Sara Guaglione, 14th April 2017, published on Read the full article here

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