Over the past year, Condé Nast’s popular “73 Questions” series (exactly what it sounds like — celebrities are asked 73 questions) stood out among the programs launched on The Scene, the company’s digital video hub.
In an interview with The Wall Street Journal, Michael Klein, Condé Nast Entertainment’s executive VP, programmaing and content strategy, discusses the series. Below are some highlights.
On 73 Questions’ origin:
We had a video project in 2013 for Vanity Fair called the decades series, and Joe Sabia did the 1950s. When we were launching The Scene, Joe was working with us. He’d lined up Sarah Jessica Parker to do an interview and he said “let’s do 100 questions.” And she loved it. He ended up doing 73 questions.
On the similarities to a YouTube show:
If you look at YouTube, it’s a social community. So you have to want to interact, engage and be part of the story in some way. That’s what we’re trying to do on The Scene. Now, with the volume we’re doing, there’s going to be some misses. But for example we’ve recently done this ballet-themed show on Teen Vogue’s channel on YouTube that is in documentary form, and we’ve actually seen binge viewing from that demo.
On the overall success of 73 Questions:
We’re nearing 10 million views. Reese’s [Witherspoon] episode went viral, it’s gotten close to 1.2 million views on all the platforms combined. We’re really happy with it.