Daily September 29

In four years, Condé Nast wants to have a third of its revenue come from print and digital advertising; another third from a video business that spans licensing and advertising; the final third from readers through the likes of e-commerce and subscriptions. Read more below about the woman part of leading that charge.

• From the emergence of social media to the unbundling of the publisher model, there’s not much this industry can kick up that Natalia Gamero del Castillo — Condé Nast’s first managing director in Europe — hasn’t already faced in some shape or form.
• With 1 billion active users, TikTok is hunting for people who can help introduce its ad platform to SMBs.
• After the social unrest of 2020, a minority and woman-owned media company talks about the importance of diversity in advertising a year later.
• The Digiday+ Future of TV Briefing this week looks at how IGTV fits into Instagram’s expanded video platform more than three years after its introduction.
• By working with fans of the brand on content ideas that they’re already creating based on how they feel about the chain, the company is hoping to more organically connect with consumers.
• Trusted Media Brands just recently acquired Jukin Media. Here’s a look at what its strategy looks like — and what channels are set to expand first. More in this Digiday+ case study.
• Research conducted by MAGNA and Channel Factory shows that brands can sometimes pay a steep price if they’re associated with misaligned viral content.