Condé Nast Relates to Subscribers' Life Goals with a New Type of Subscription [Case Study]

Condé Nast is a global media company that produces some of the world’s leading print, digital, video and social brands. These include Vogue, GQ, The New Yorker, SELF, Vanity Fair, Wired and Architectural Digest (AD), Condé Nast Traveler and La Cucina Italiana, among others.



Condé Nast was looking for a way to engage SELF subscribers with a new type of subscription. Around the same time, they decided to go fully digital and discontinue the print version of SELF magazine. This put an even larger emphasis on the need to engage current readers and gain interest of new audiences.

They wanted to engage readers in a new way with unique content that really added value to their lives. Finding a provider that could introduce a digital paywall to its content while adding additional value to a new subscription posed a unique challenge for Condé Nast.



Condé Nast knew they wanted a provider who would allow access to all the elements of a subscription platform. Condé needed to offer the right program, maintain control of the content, and keep it updated.

The flexibility of Clarus’ platform included all the aspects of a paid subscription program and brought the program to its readers in just 90 days. Condé wanted to add benefits to the program that aligned with the life goals of their readers. With Clarus’ platform, adding unique benefits like weekly meal plans for healthy eating and shopping discounts to help subscribers save money was a quick integration.

Our unique business model, which posed no upfront risk or downstream up-sells, made Condé’s decision easy.


I liked the consumer-benefit aspect, retailer expertise and relationship they presented to us. What stood out was their ability to optimize and test marketing strategies, because that’s something we don’t have.
-Annie Taube, Director of Business Development at Condé Nast


Condé Nast was able to maintain and update all its content seamlessly, while bringing added value to its readers with all the benefits of having a full-service loyalty provider and platform.

Condé’s program focused on healthy lifestyle, healthy eating, and staying fit. And to complement the core features of the program, Clarus added additional benefits that further enhanced the value of the program.

Condé also engaged its audience through social media, which attracted a new subscriber following while reigniting activity among their existing followers. Condé quickly sparked excitement among its social followers and saw engagement rates increase beyond initial expectations.

Engagement and adding value to the lives of its subscribers were Condé Nast’s largest goals for the SELFstarter program. With a seamless integration that allowed them to maintain control of what they do best, Condé was able to introduce a new type of subscription that aligned with SELF subscribers’ life goals.


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