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The century-old magazine giant Condé Nast made an eyebrow-raising announcement in October 2011. Faced with declining print revenue, the company said it was getting into the entertainment business. Even more surprising was the news that longtime network TV executive Dawn Ostroff would lead the newly formed Condé Nast Entertainment unit.
The publisher and others like it had waded into the murky waters of entertainment content before. Print brands like Condé’s Teen Vogue and Hearst’s Marie Claire had become fixtures on TV series like Lifetime’s Project Runway and MTV’s The Hills, while movies from Saturday Night Fever to Brokeback Mountain had famously been inspired by magazine articles.