Condé Nast Gets Deeper Into Selling Digital Content

Golf Digest VOD

Condé Nast is taking a bigger step toward creating more paid content Monday when it unveils its Golf Digest on Demand, a golf-instruction video series that will be sold for $9.99 per month, AdAge reports. That effort kicks off Monday. After that, the publisher will begin selling videos and other related online features from this weekend’s New Yorker Festival, with each event priced at $4.95 or $59.95 for full access. To inspire users to open their wallets, the New Yorker, which debuted its paid iPad app this past week, will offer free short highlights.

The idea of selling video is a natural one for publishers. It’s also becoming increasingly common as companies try to figure out what they mean when they say they believe “premium content” can be priced to appeal to enough consumers to offset shrinking print revenue. Some notable experiments in selling online video have been done by Meredith (NYSE: MDP) and Martha Stewart Living Omnimedia.

Condé Nast has been particularly aggressive in pursuing its app strategy for digital mag replicas, with Wired being a particularly successful example, at least initially.

Last week, the publisher released its reincarnated version of the defunct Gourmet magazine as a free iPad app. While the publisher expects to sell sponsorships on the app, there are no ads yet. Separately, it expects to develop major support for the Gourmet Live app by eventually charging readers for paid upgrades and special “experiences” within the app.

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