IQ News: Condenet Goes Offline To Plug Its Four Online Properties

With designs on building awareness and ultimately a loyal reader base for its top Web sites, CondeNet, the 3-year-old online publishing division of Conde Nast, will launch its first traditional media campaign. Print ads in trade publications break at month’s end; buys for outdoor and consumer publications start in July. CondeNet will spend $5 million in the second half of the year, the most ever to promote its Web properties.
The campaign, developed by Berlin Cameron & Partners, New York, was conceived to raise awareness for the CondeNet brand as well as the Epicurious Food and Travel lifestyle sites, the younger-oriented relationship site, Swoon, and Phys, a nutrition and physical fitness site.
“We could have done it last year or next year,” said Sarah Chubb, director of CondeNet.