Publisher Conde Nast is creating video networks based on its Glamour and GQ magazines.
The move is part of a broader expansion the company is making into television and digital under Dawn Ostroff, a former high-ranking television executive who has overseen programming at Lifetime and the CW Network.
The Glamour channel, which will be available on the magazine's website as well as on YouTube, will include shows about makeovers and, of course, what guys want. The GQ offering will focus on fitness and fashion.
"We are creating more ways for our unparalleled audience of influencers and trendsetters to experience their favorite content,” said Ostroff. “Consumers will now be able to view and share authentic Condé Nast video series across all platforms, in easily accessible ways.”
On board as sponsors for the the Glamour and GQ networks are Procter & Gamble and Microsoft.
For magazine publishers, many of whom are struggling with shrinking readership, building an online portfolio is seen as crucial as both a promotional platform and a new revenue stream.