This is surprising:
Conde Nast will shut down one of its web-only brands, Men.Style.com, when it gives two of its titles, GQ and Details, their own websites in October.
The move marks a partial dismantling of Conde Nast’s strategy of creating web-only brands to house magazine content, such as Style.com, Epicurious.com and Concierge.com, and the realization that in many cases the best brand for the web is the one that’s been successful in print.
Don’t get me wrong, this should have been the strategy from Day 1, but Men.Style.com was a great site (I say was because I only checked it out when I was at AskMen, which was years ago).
Ultimately, Conde Nast has great brands and the sooner they come to life online, the better. I wonder if this was something the consultants at McKinsey advised or if this was in the pipeline before they entered the scene.
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