For Condé Nast, 2021 was the best year the company has had in the past decade, according to global chief revenue officer Pamela Drucker Mann. And after a tumultuous 2020, that outcome was neither a guaranteed nor expected.
As of mid November, the media company’s total global commercial revenue -- including print -- was up 20%, Drucker Mann said on the latest episode of the Digiday podcast. Specifically on the digital side of the business, revenue rose nearly 40% year over year, which she attributed much of to its new e-commerce business (up 46%), investing further into digital video, and shifting focus from audience targeting to contextual targeting in ad campaigns.
And thanks to all of that growth this year, Condé Nast is using 2022 to invest in "legitimately becoming the best, most refined, most sophisticated, direct-to-consumer company -- not just an advertising company," Drucker Mann said. This includes getting experimental with new businesses and projects, including NFTs, hosting events in the metaverse, and diving deep into live shopping.
The Digiday Podcast