The launch of Condé Nast’s sponsored content studio — 23 Stories by Condé Nast — will likely mean good things for advertisers, and awkward things for Condé staffers.
The new unit — named for the 23 floors that Condé occupies in 1 WTC — will use Condé writers to create the ads, effectively taking the typical separation of business and editorial and mashing it into one giant, messy ball of content.
23 Stories will be led by Pat Connolly, vice president of marketing solutions for the Condé Nast Media Group.
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