Conde Nast's Soaring Periods Recounted by Michael Grynbaum
In the 1970s, Condé Nast, a mid-tier magazine house, was steered by the visionary Si Newhouse. Known for his knack for hiring the right people and stepping back to let them shine, Newhouse transformed Condé Nast into a powerhouse of cultural production.
In 1975, Newhouse took the helm as chairman, and under his leadership, Condé Nast expanded its reach significantly. The company acquired publications such as GQ, Tatler, Bon Appétit, and Architectural Digest; launched Allure, SELF, and Condé Nast Traveler; and took its publications to the international market.
During this period, key editors like Anna Wintour and art directors including Fabien Baron played crucial roles in Condé Nast's international expansion in the 1980s. Wintour, in particular, was named editor of Vogue in 1988, while Tina Brown was brought on to revive Vanity Fair in 1984.
The power of Condé Nast was not just in its content, but also in its own myth and the projection of opulence. This was evident in the lifestyles of its editors, who were encouraged to live like aristocrats during their jobs, often staying at five-star hotels for weeks on their reporting trips.
One of the most notable moments in Condé Nast's history was the book party for "The Art of the Deal" in 1984, which took place at Trump Tower. Si Newhouse persuaded Donald Trump to sign a book deal with Random House, and Trump's profile in Condé Nast publications became quite prominent.
However, after the 2008 financial crash, cultural attitudes toward the wealthy shifted significantly, causing difficulties for Condé Nast. The company, which had long been the ultimate expression of the Manhattan elite that Trump yearned to join, struggled to adapt when wealth stopped being as socially acceptable.
This shift was further complicated by Trump's own rise to power. In 2005, he proposed to Melania on the red carpet at the Met Gala, an event that Condé Nast had long been associated with. Despite this, Condé Nast struggled to navigate its relationship with Trump, who continued to appear often in its pages.
In the digital age, Condé Nast has struggled to some degree. The shift from print to online has made reading everything online seem "boring and uncalibrated" according to Tina Brown. However, Condé Nast continues to produce high-quality content, adapting to the changing times while staying true to its roots.
In conclusion, the story of Condé Nast is one of a company that rose to power through its ability to project opulence and cultural relevance, only to face challenges in the digital age. Yet, it continues to be a force to be reckoned with, shaping cultural narratives and setting trends in the world of fashion, entertainment, and lifestyle.
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