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IAB Content Studio Showcase: 5 Questions for Josh Stinchcomb of 23 Stories x Condé Nast

IAB Content Studio Showcase: 5 Questions for Josh Stinchcomb of 23 Stories x Condé Nast
IAB Content Studio Showcase: 5 Questions for Josh Stinchcomb of 23 Stories x Condé Nast
IAB Content Studio Showcase: 5 Questions for Josh Stinchcomb of 23 Stories x Condé Nast

A Q&A blog series featuring publisher content studios presenting at the IAB Content Studio Showcase on October 16: CBSi Studio 61, CNN Courageous Studios, 23 Stories x Condé Nast, Disney Co/Op, Hearst Magazines Digital Media, NBC Content Studio, News Corp. Storyful, Pandora for Brands, Refinery29, RYOT, The New York Times T-Brand Studio, and Time Inc. The Foundry.

Publisher content studios have swelled in number in recent years because marketers have recognized publisher’s unique ability to craft marketing communications that allow for longer, deeper, and more narrative than traditional media advertising. Contemporary publisher content studios develop a range of branded content for marketers, designed for the publishers’ owned-and-operated sites, as well as for distribution across other digital and multimedia properties. Content can include a mix of traditional editorial, full-length video programming, short-form video, mobile apps, podcasts, and more. And the name of the game is storytelling vs. overt selling.

IAB Content Studio Showcase: 5 Questions
Josh Stinchcomb
EVP, Chief Experience Officer
Condé Nast

We caught up with Josh Stinchcomb of 23 Stories x Condé Nast to provide some insights on their content studio offering before they present at the upcoming IAB Content Studio Showcase event titled “Brand New Ideas.”

Tell us about your content studio.
23 Stories, launched in 2015, is the creative, content and now event agency of Condé Nast. Its mission is to create the most culturally relevant advertising and branded experiences in the world.

Why are publisher content studios so hot right now?
Consumers are increasingly less interested in traditional, disruptive advertising (and have the ability to skip it entirely!) so reaching them through opt-in story-telling is becoming more and more important. Publishers connect through storytelling for a living – so no surprise branded content studios are an increasingly important and available offering.

What are some of the key questions you consistently get from brands and agencies about your content studio offerings?
How do I measure success and can I use the assets elsewhere.

What makes for a great partnership for branded content success?
Transparency and attention to detail. Co-creation is inherently challenging and being up front both about what will and won’t work with consumers as well as exactly what a brand needs to achieve in the project is crucial. Also, with all the moving parts, exceptional project management is key.

Why is the IAB Content Studio Showcase event important?  What’s in it for the brand attendees?
Branded content is not new, but it has evolved significantly over the past few years. The opportunity to dedicate some mindshare to the space and level set on the options will be incredibly useful for buyers –and a great opportunity for us!


IAB’s Content Studio Showcase is a one-day event in New York City that is open to Brand and Retail marketers only.  Limited space is available for this free to attend event that will feature the capabilities of one dozen of some of the most prominent content studios in digital and multimedia publishing including: CBSi Studio 61, CNN Courageous Studios, 23 Stories x Condé Nast, Disney Co/Op, Hearst Magazines Digital Media, NBC Content Studio, News Corp. Storyful, Pandora for Brands, Refinery29, RYOT, The New York Times T-Brand Studio, and Time Inc. The Foundry.

Attendees will walk away with actionable insights about publisher studio partnerships, answering questions such as:

  • How does a brand get started with a publisher content studio partnership?
  • What are the key questions a brand should ask upfront to ensure a content studio program provides maximum value and meets their objectives?
  • What are some best practices to ensure success?
  • How is ROI evaluated?

Only 100 seats are available exclusively for qualified brand and retail marketers. Reserve your seat today

IAB Content Studio Showcase 2