Just in time for Fashion Week, Condé Nast Digital is bringing runway fashions into the living room. Content from Style.com, the online home of Vogue, including photo slideshows and behind-the-scenes videos of runway and parties, are now available on Boxee, the free, open-source software that brings online content from the laptop to the living room. Wired loyalists will also be able to watch the tech mag’s online videos, and review features like world’s greatest lock picker, the new Android phone, and behind the scenes shots with Lost creator and guest magazine editor J.J. Abrams.
Richard Glosser, executive director of emerging media for Condé Nast Digital, told the Observer that the Boxee team came to a Condé Nast Digital manager’s meeting, attended by executives in editorial, sales and marketing, in the early spring. They gave a demo of the platform, which integrates video and other online content from sites including Hulu, the New York Times, NPR and other media companies. But Condé Nast is the first major magazine publisher to officially partner with the software start-up and get online editorial content beyond the computer screen. “Everyone was really like ‘Oh, this is really an advancement in how this path will take place–how to move this content into a living room TV environment,” Mr. Glosser said about the meeting.
(Perhaps this is what Observer sources were talking about when they said Anna Wintour was beginning to “get the Internet.”)
“They are shining a light on a path that is a very important path,” he said. “It’s an area where I want to be in the room. I want to learn, I want to be able to participate.”
He added that the Boxee partnership will “drive revenue” by adding more video views, attract advertisers and help Condé Nast find a new online audience with Boxee’s 600,000 users.
Mr. Glosser is one of them. He tried it out in his office and his home. “There’s so much great content on the Internet and the way that I view it, and I believe many others view it, is I don’t necessarily want to sit for a half hour or an hour” in front of a computer screen, he said. With software like Boxee, which he can connect to his TV, he “can just sort of snack on a shorter form content.”
This is Condé Nast’s second deal to bring online content into the living room. In 2007, Condé Nast Digital (then called CondéNet), partnered with Sony to will bring Internet video to their BRAVIA high-definition televisions via their Internet video link service.
Mr. Glosser said he continues to have meetings with other cable companies and TV set box makers to integrate more of the magazines’ online content.
Wired.com and Style.com video and slideshows will be tested, then executives will consider adding content from their 23 other sites, which include Epicurious.com, Glamour.com and VanityFair.com, according to Mr. Glosser. “I keep getting calls from editorial departments saying, ‘How do I get my stuff on there?’ So I think the interest is there,” he said.
Prepare to watch Vanity Fair stylists zhoosh Levi Johnston for a photo shoot–from your couch.